It is common practice for manufacturers and distributors to have access to mountains of promotional and point-of-sale data, but few companies look outside of the box and assume an active role in developing and reshaping technology tools to better fit the information needs of their unique business.
The customer relationship management (CRM) boom, once marked by multi-million dollar technology acquisitions, is over, and in 2003, CG companies shifted the spotlight from CRM solutions to CRM-related functions.
