Organizations worldwide often struggle with a data paradox. They often feel ill-informed about their customers, prospects, inventory, suppliers and products. They are pressed every day to react to changing market conditions, a more mobile customer base and an increasingly dynamic trading network. Some global companies are even unable to determine exactly how many employees they have.
However, even as companies struggle with an incomplete view of business-critical functions, companies are receiving more and more information via every conceivable venue. A 2008 IDC study found that by 2011, there will be 1,800 exabytes of electronic data in the world – about 1.8 zettabytes or 1.8 billion gigabytes.1 Even as this avalanche of data reaches the enterprise, the reality for most of these organizations is simple: “more is less.” More data is arriving at an organization, but they are less prepared to turn it into meaningful information.
Over the past 15-20 years, companies have attempted to manage this deluge of data and create a more efficient culture by implementing enterprise applications to manage different aspects of the business. The two most common – customer relationship management (CRM) and enterprise resource planning (ERP) – are increasingly relied on to manage customer data and supply chain data, respectively.
In a vacuum, these applications will work “as advertised” by helping maintain and control a segment of the businesses. Where CRM, ERP and other enterprise systems fail, however, is that companies do not operate in a pristine, unaffected environment. They install multiple CRM or ERP packages for different business units and divisions.
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