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Study: Marketers stink when it comes to CRM

BrandWeek, April 16, 2008
Although marketers spend millions to gain data about their customers, they generally fail to use it properly, according to a CMO Council study. Only 16% of companies surveyed rate themselves as effective or extremely good when it comes to customer relationship management. Forty-five percent said they are deficient or need more work at integrating and leveraging customer data taken from customer relationship management software.