Integrating event data with a customer relationship management system is the ultimate ROI tool. Marcom events are attended by the most sought-after constituents, yet typically, they aren't measured by the same criteria as other customer outreach programs. With this in mind, I'd like to return to a topic I've discussed before: integrating your event management system with your customer relationship management system. You probably know how many people attend your events, and you may even ...

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