Driving Profit from Sales and Marketing: Wholesale Distributors Discover, React to Customer Profitability Data in Microsoft Dynamics CRM

The wholesale distribution business has long been a strong adopter of ERP technology to manage all aspects back office operations. And when the economy was in good shape and sales reps were making their numbers on a regular basis, few managers worried about whether sales and marketing teams had enough visibility into the transactional data that powered their organizations.

But things have changed - as orders and profits shrank in recent years, wholesale distributors started taking a closer look at every aspect of their business, which meant embracing IT solutions beyond ERP and other back office systems - systems like Customer Relationship Management (CRM).

"Whereas ERP is very advanced in wholesale distribution companies, they have been slower ...

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