So far, we have seen how a CRM like SugarCRM can be useful at managing customer-related information and history, as well as tracking opportunities and a sales pipeline. Now, let’s begin to explore how effective it can be to broaden the scope of a CRM—applying the detailed customer knowledge to tasks other than those within a narrowly defined CRM, and integrating other high‑traffic applications to create an organizational nexus. Let’s start with email marketing.
A particularly powerful and potentially very profitable aspect of a CRM is the ability to conduct email marketing campaigns. At first sight, I suppose we should not be at all surprised at the idea of an email marketing campaign being developed in a CRM. After all, the CRM keeps track of leads and contacts, and has access to sending email. Let’s study an email marketing campaign in detail, and see if it really is such a natural fit for a CRM.
To illustrate how a marketing campaign is developed, managed, performed...