Summary
Sales teams everywhere use software products that were not provisioned for them by their application development and delivery (AD&D) colleagues. These products enable the sales force to be more effective, but extend well beyond the traditional customer relationship management (CRM) suite. Because sales force automation (SFA) software — at the core of most CRM suites — does not provide all the functionality sales teams need to be successful, we see increasing convergence between "sales enablement" and CRM software. AD&D professionals, who must support the integrations of these systems into the existing CRM environment, need to understand the complexities that arise from this market convergence.
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