Anatomy of a CRM analyst: industry analysts can make the perfect partner for building a CRM strategy--if you know how to capitalize on their services.(customer relationship management)

CRM Magazine, November, 2004 by Compton, Jason

They publish rafts of research, hang their shingle as prophets of CRM wisdom, and regularly provide insight to publications like CRM magazine. Yet for some end users the exact role of the CRM industry analyst is shrouded in mystery. They are more than quotes and missives sent from above, and most have substantial experience managing enterprise change.

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Not one CRM analyst firm--and there are well over a dozen competing for attention and dollars--exactly resembles another. Some firms--like Gartner, for example--make their mark with industry predictions and vendor rankings. Others, like IDC, focus largely on data snapshots and forecasts. Most provide some degree of strategic advisory and consulting services, but each has its own...