Enterprise content management systems have certainly come a long way, with the lines between social, marketing and traditional online engagement platforms becoming more and more blurred.
Content management systems themselves have become more like a CRM and CRMs have become more like Content Management Systems.
Modern content management systems, are now more than ever being flexibly deployed as a CaaS (Content as a Service), have rich marketing automation functionality, in-built customer relationship management, workflow, invoicing, order and often inventory management – actually I’m not sure if you can even refer to them as just content management systems.
And at the same time CRM’s such as Dynamics 365, are no longer just about ERP or Customer Relationship Management, they promise to completely transform your back office through field servicing, artificial intelligence, resource management, and of course their old stomping ground of sales and service management.
Why don’t we have one solution that encompasses the best of both worlds you may ask? The reality for many enterprise organisations is that no two deployment scenarios will be identical. CRMs and CMSs are as diverse as business needs.
While Microsoft Dynamics 365 Portals does a pretty good job as a SME or a point-solution, it was never intended to replace a full enterprise CMS.
So that leaves us with a best of breed architecture for enterprise. A powerful CRM platform, matched with a suitably powered ECMS. And with two platforms, we now have an integration problem that needs to be resolved. So firstly …
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