Salesforce CRM realizes it’s true value when businesses treat a CRM as a single source of truth (SSOT), developing a 360 degree view of who their customer is, what their needs are, and how to communicate with them.
To create this SSOT, data from third-party marketing platforms (like Google Analytics) must be combined with information from sales tools (like telephony or calendar-scheduling apps) along with ERP systems, approvals and deal information (often which live in external quoting, pricing or accounting tools). Only the entire spectrum of data points can lead to truly understanding and better serving a customer.
