In Chapter 7, Salesforce CRM Functions, we looked at the core functionality that Salesforce CRM provides and also at how the complete sales process, from campaign and lead capture right through to customer service and support, can be captured.

There, we looked in detail at how Salesforce provides the facilities to obtain a full 360-degree view of the customer's past, present, and future relationships within our organization.

We looked at how this information enables marketing to measure the return on investment for marketing campaigns, sales to optimize the sales pipeline and sell more to each customer, support to track customer support incidents, and requests to ensure that each one is resolved appropriately and in a timely fashion.

Having this process in place is one thing, but to ensure that the information is captured to support the process is another issue altogether. After all, processes and technologies are only as good as the people who use them so it is vital that users...