This playbook argues that modern CRM for manufacturers is really enterprise relationship management, connecting customers, prospects, employees, vendors, and partners across the whole operation. In a climate of margin pressure and skills shortages, disconnected systems cause delays, errors, and poor customer experience. An AI-native, workflow-driven CRM integrated with ERP becomes the “connective tissue” for sales, service, production, finance, and supply chain, automating tasks, surfacing the right data at the right time, and enabling cross-functional collaboration so manufacturers can cut costs, reduce risk, and grow.

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