Gartner Research

MDM Is Critical to CRM Optimization

Published: 07 February 2014

ID: G00253424

Analyst(s): Bill O'Kane , Kimberly Collins


Master data management is a critical success factor in constructing optimal customer relationship management processes. CRM leaders must understand the benefits of the MDM discipline to CRM and make it part of their CRM strategy.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • MDM is critical to enabling CRM leaders to create the 360-degree view of the customer required for an optimized customer experience
  • MDM provides new opportunities for CRM leaders to effectively utilize big data sources (like social networks) and external data enrichment providers
  • MDM enables CRM leaders to streamline and enhance CRM functions such as sales, marketing, customer service and e-commerce

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