Other sales force management features include forecasting, revenue reporting, and complex recordkeeping, such as tracking commission for multiple reps on a deal.

Marketing Management
Marketing management software enables the marketing team to create more effective multi-channel campaigns. To this end, marketing automation tools collect data analyzing the success of past campaigns, segment the customer base for more relevant messaging, and evaluate pricing.

Pivotal’s robust marketing platform MarketFirst offers real-time metrics, allowing marketing teams to refine the campaign as they go.
Other vendors such as Microsoft Dynamics CRM offer specialized marketing tools for email and search engine campaigns.

Customer Service and Support
Access to accurate real-time customer data is the key to efficient customer service. It’s not surprising that CRM software originated as a data management tool for call centers. Today, CRM support functions still include the call center basics: call routing and immediate access to customer information, including purchase history and past service calls.