Some people might be squabbling for CRM over MDM. This is not completely wrong, if all the data is centralized and modeled, managed by single instance of CRM then that organization might not need a separate MDM and governance initiative but Data enrichment still becomes mandatory for greater business process efficiencies. However, it rarely happens that a large or even a mid size company runs most of its transactions in one instance of CRM. Cross referencing is also a huge challenge which would be helpful in discovering relationships and hierarchies. (More pointers on the same are highlighted in figure1-solution connections and figure 2 – functional business connections of CRM and MDM existing together)
CRM was meant to give a single view of transactional data and not a single view of business master data. An effective and efficient MDM implementation is one of the few IT strategic program companies can pursue to realize near-immediate business process improvements across many different areas within the enterprise. Numerous organizations with extensive CRM implementations strive to make their Customer Relationship Management (CRM) application suite the focus and the basis of their MDM initiatives by customizing the business and data model. It seems like an appealing proposition, given the possibility of reusability on existing IT infrastructure, investment, technical and expert knowledge and so forth. However CRM systems are not designed to support master data management, data governance of whole lifecycle of record, generation of golden record across the whole enterprise and are simply not the right place to master your data.
| CRM was meant to give a Single view of Transactional data and not a Single view of Business Master Data |
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