This white paper, written by Tom Witkin when he was at SiteScape, Inc., explained that most customer relationship management (CRM) activities only set the stage for a much tighter, more intimate relationship between vendor and customer through collaboration. The evidence, based on SiteScape’s years of experience with enterprise collaboration, strongly suggested that collaboration with customers enables them to better communicate their needs. That way, marketing and sales people can match requirements with the right products and services, and the right message. A key dimension of product marketing.
About the CRM White Paper