CRM Glossary

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Marketing Automation

A subset of Customer Relationship Management (CRM) functions that focuses on the definition, scheduling
and tracking of marketing campaigns. It includes the identification of target markets, advertising delivery,
budget definition, results analysis and other related activities. Most of the times it refers to an emerging
category of software tools that focus on applying software technology to aid in marketing. Specific tasks
tackled by some of these programs include: Lead Management, Campaign Management, Data Mining and
Intelligent Marketing Assistance.

CRM relevance: Highly relevant.

Mashup

Web sites or web-based applications which are able to combine content or software utilization from one or more
sources into a single location.

CRM relevance: Highly relevant as several hosted CRM, ERP (Enterprise Resource Planning) and business
applications are using best of breed teaming approaches to deliver a total SaaS program.