Email-to-CRM contact connection easier said than done

By David Taber, CIO |  Enterprise Software, contact management, CRM

What could be more basic than making your contact lists, mailing lists and address books all work together? Every CRM system takes care of as many of the basics as it can, and the simple act of importing contact lists is a snap.

However, an import is just the starting point, and there will still be silos of contact information scattered across the enterprise. CRM lead records are typically not synchronized with other back-office enterprise systems (after all, leads have no real business relationship yet).

How-To: Tracking Leads, Contact, People and Accounts in a CRM System

You want to synchronize CRM lead records with marketing automation systems, forums, discussion groups and other customer-facing registration databases. When it comes to back-end systems, synchronizing CRM contact records is enabled by integration connectors, foreign keys and duplicate detection logic.

Synchronizing CRM Contacts a Dedupe Nightmare

"Enabled," it should be pointed out, means "you can," not "you'll like it." This aspect of the contact problem can be solved-as long as your integration team deals with the following deduplication nuances:


Originally published on CIO |  Click here to read the original story.
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