Published: 07 May 2001
Analyst(s): Colleen Amuso, Mitchell R. Nitzan, Wendy S. Close, Tom Berg, Ed Thompson, Gareth Herschel, Beth L. Eisenfeld
Management Summary Customer relationship management (CRM) is a customer-focused business strategy designed to optimize profitability, revenue and customer satisfaction. To realize CRM, organizations must implement collaborative enterprise processes and technologies that support customer interactions throughout all channels. This report is the first in a series and provides a pro forma requirements template for a request for proposal (RFP) for marketing functionality -- one of the domains of CRM. Enterprises requiring templates of pro forma requirements for sales and customer service and support (CSS) should refer to the following companion reports: o "CRM RFP Pro Forma Requirements Templates for Sales" o "CRFM RFP Pro Forma Requirements Template for Customer Service and Support" All enterprises pursuing CRM should review the general CRM overall requirements matrix and questionnaire included in "CRM Software Requests for Information and Requests for Proposals." The following material is intended to be a listing of the most commonly requested or desired functionality to support the marketing business function. Each enterprise has different needs and business requirements; therefore, not all functionality listed will be important or required for every enterprise. The requirements listing in this report is to be used as a guide. Enterprises should review the desired functionality carefully and tailor their RFP or request for information (RFI) accordingly. In addition, enterprises may need to add functionality capabilities to the listing, as it is not an all-inclusive list and serves as a guide only.
©2020 Gartner, Inc. and/or its affiliates.
All rights reserved.
Gartner is a registered trademark of Gartner, Inc. and its affiliates.
This publication may not be reproduced or distributed in any form without Gartner’s prior written permission.
It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact.
While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information.
Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such.
Your access and use of this publication are governed by Gartner’s Usage Policy.
Gartner prides itself on its reputation for independence and objectivity.
Its research is produced independently by its research organization without input or influence from any third party.
For further information, see
Guiding Principles on Independence and Objectivity.