Oracle Revamps CRM Apps

Oracle has revamped its sales-side CRM applications in version 11i.10 of its sales, marketing, partner relationship management and e-commerce application.

The revamped apps are important, according to Mary Wardley, research vice president, CRM applications for IDC, because they demonstrate that Oracle is moving away from siloed automation to enterprise business processes.

"As the CRM market begins to rebound, organizations want and need applications that unify processes and information. In this release, these business processes extend across all areas that touch selling initiatives to help drive corporate objectives," she said.

Oracle Audience Workbench, a component of Oracle Marketing 11i.10, allows collaboration between marketing and sales functions to provide an integrated flow of information. Using this tool, a marketing or regional sales manager can access information on existing customers to identify the best up-sell targets. This allows the creation of marketing campaigns and associated sales kits that can be tracked automatically as leads.

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