1 WHITEPAPER: Transforming the CRM From a System of Record to a System of Insight Text Transforming the CRM From a System of Record to a System of Insight Data-driven strategies to increase sales and marketing effectiveness and drive actionable intelligence in the CRM WHITEPAPER / UPDATED JANUARY 20212 WHITEPAPER: Transforming the CRM From a System of Record to a System of Insight T able of Contents 3 Executive Summary 4 The CRM Data Problem: An Insight Gap 8 Stabilizing a Data Foundation 16 Building a System of Insight and Engagement 20 Key T akeaways 21 Conclusion3 WHITEPAPER: Transforming the CRM From a System of Record to a System of Insight Executive Summary Over the last two decades, customer relationship management (CRM) systems have become the center of the universe for enterpri

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