"In short, companies are turning their energies toward forward-looking activities. They are done re-engineering the back office and are now looking to the front office to find and engage customers," Ray Grainger, founder and CEO of Mavenlink, told CRM Buyer. "CRM is now expanding to encompass a whole host of lead-generation and client engagement activities," he continued. "For example, new ways to find customers through social channels and digital marketing require a host of new skill-sets, processes and applications."
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