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ATG - a CRM company?

Is ATG typically viewed as a CRM company within the industry? The company claims its products are used to build personalized web sites for developing relationships with clients. If ATG is not viewed as a CRM company, why not?

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You ask a good question -- and it really goes to the heart of CRM. That is, what is CRM? Regarding ATG -- you could say they provide components that support CRM applications and approaches, but it's up to their marketing people to decide how they want to position themselves. And, according to their website, "ATG has evolved into one of the world's most competitive and innovative CRM companies." It's a bit like asking Firestone if they are in the Tire or Transportation business. The answer is usually closely aligned to where the marketing guys think the greatest dollars can be found. For today, for ATG - that's CRM.

What is CRM, and who's doing it? Check out searchCRM's Intro to CRM Best Web Links.

This was first published in June 2001

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