CRM SYSTEMS AND THEIR IMPACT ON THE RESULTS OF MARKETING STRATEGY IN DISTRIBUTION COMPANIES
DOI:
https://doi.org/10.5281/zenodo.18278063Keywords:
CRM systems, distributor companies, marketing strategy, partner management, marketing automation, data analytics, sales productivity, trade promotionAbstract
This article examines the strategic role of CRM systems in enhancing marketing effectiveness within distributor
companies. It highlights how integrated CRM tools improve partner segmentation, trade promotion management, and
sales productivity through automation and analytics. The study also outlines an implementation roadmap and identifies
key challenges such as user adoption and data quality. Overall, the article demonstrates how CRM transforms distributor
marketing from transactional operations into data-driven, value-based partnership management.
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