More than one in five marketers believe that Customer Relationship Management (CRM) software provides the greatest return on investment, according to a new survey.
Professionals in the services sector found CRM to be particularly useful to their work, new research by the Chartered Institute of Marketing in Britain has revealed.
The study also showed that 77 per cent of marketers utilize CRM in their campaigns, accounting for an average of ten per cent of their spending.
James Cope, an advisor for UK government support office Business Link, said that CRM was vital to businesses.
He added: "Quite often a lot of the intelligence and contacts will be lost if a sales person is gone from an organization. If it's all being recorded and kept in the CRM, a colleague or a new person to the role can easily access the system."
Last month, a study by research firm Gartner revealed that Software as a Service (SaaS) revenue is projected to reach $7.5 billion by the end of the year.