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Inherent tensions exist between marketing and IT. This is often compounded by lots of cross-talk, with each function on different channels. When tension becomes unresolved conflict, ERP & CRM strategy are impossible to execute. To avoid clashes, it helps to understand that ERP & CRM are not just about the exchange of information, it's about the exchange of relationships. And every effective relationship includes a fair amount of conflict. The key is in how you handle it.
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