Enterprise Resource Planning (ERP) and Customer Relationship Management (CRM) have always been interconnected in the business world. It is no surprise that to reap substantial benefits from the two, that the platforms must integrate. “Where CRM largely focuses on increasing profits by growing sales, ERP is about improving efficiencies and reducing costs,” says Jeremy Waterman, MD of Sage ERP Africa.
Sales and marketing drive CRM decision-making, while finance and operations drive ERP purchase decisions. Integrating the two platforms will give a more complete view of customers’ needs, order history, product shipments, support, finance and accounting.
Waterman concludes that the information can flow between the systems without the need for clumsy, expensive interfaces or the need to recapture data.