The Disconnects:
Brimming with optimism, businesses tend to apply marketing and lead generation techniques, store business data acquisition in to their CRM’s and do a lot of things in several closely related, but largely disconnected modules.
At least that is how things worked in the regular ERP’s of the world. There is no exception to this, not even Oracle Apps or Microsoft Dynamics ever managed to make any difference on these matters.
The disconnects were serious disconnects, there was no direct synthesis between what working on sales and how marketing is impacting the sales operations.
The biggest disconnect perhaps was in the lack of workflow and process integration towards sales, marketing and invoicing teams.
The field level data and integration with business integration, dynamic value chain developments etc were altogether missing in regular CRM and ERP applications.
