Chapter 11. Understanding the Information Component
Information is the first of the four CRM infrastructure components that we're going to work on. We'll start with the information component because it is very often an orphan that gets lost somewhere between Information Technology and the business functions. Sales, marketing, customer service, and product support think that information is just the first word in Information Technology; it's somebody else's job. But the IT folks think that their job is the technology, period. Information is used to make daily business decisions but nobody is responsible for it. It's always the other guy's responsibility. That's scary.
There is an historical basis for this; it used to be that information systems ...
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