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ERP or CRM: what a company really needs to connect
In many industrial companies, a sales rep finds out what their customers have ordered once a month, in an Excel export prepared by sales administration from the ERP. Between two exports, they are selling blind. They follow up with an account that has just placed an order, and they do not see the one that has stopped ordering. Yet the information exists. It sits in a tool their team never opens.
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Camille Saute
lecture: 9 min
03 September 2026
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