In a statement on customer relationship management (CRM), a new report says that 47% of large enterprises believe they can't rely on their CRM data as a 'single source of truth' on customers.
The report, 'The State of Enterprise CRM Data Management: 2021,' shows that the 'high expectations for actionable insights from CRM data are rarely being met,' according to Odaseva, an enterprise data platform for Salesforce.
The report by Forrester was released last week and commissioned by Odaseva.
The inability of many enterprises to benefit from CRM data is caused by two key challenges, the report indicates: The majority of enterprises lack the basic foundations of data management, and struggles with data security requirements are reducing the value of CRM data.
Read More ...