According to a newly published report, using social search and analytics can help account managers and sales executives find the information they need which they cannot find from other CRM platforms.
The report, titled 'Social Search & Analytics', takes off from a report by Trampoline Systems -- a company specialising in business social analytics -- which says that only 25 per cent of information found in CRMs are useful for account managers and sales executives. Other pertinent information, such as business contacts and customer prospects, can be found from other sources, such as the social networks and Internet search.
Ovum, a UK-based research and consultancy firm, and publisher of the report, said companies should take advantage of the search features of the Internet and analytical tools to generate the information they need.
The 'social Web'