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InformationWeek just recently posted a story about how Colgate-Palmolive is using SAP CRM and other SAP solutions to drive marketing investments.  The story detailed the business objectives and the approaches taken by Colgate-Palmolive in which SAP CRM plays a critical role, to realize its objective of redirecting up to $300 million marketing investments annually.  According to Tom Greene, CIO of Colgate-Palmolive, “With nonintegrated systems, accuracy and consistency depend on the systems in which data happens to reside,” he says. “With SAP, the product masters and the customer groupings are all driven by the same master data.” As a result, he says, you don’t have 12 different people offering up 12 different “versions of the truth” during meetings.

Here is the link to the story http://www.informationweek.com/news/business_intelligence/bpm/showArticle.jhtml;jsessionid=J1YVLH2BR1J3LQE1GHPSKH4ATMY32JVN?articleID=227300387.

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