In years past, companies competed by being mostly product-centric. They organized their processes and resources based on the products and the systems that supported those products. Today, strategies based solely on products are yielding to customer-centric strategies, so organizations are looking at how to build a competitive advantage based on how well they serve their customers. This is the era of customer relationship management (CRM). Customer relationship management software can help people work more effectively because they have access to a complete view of customer information and business data across the company, standardized and consistent business processes, and collaboration tools that simplify working with colleagues and partners. When done well, CRM can positively influence the bottom line. In this session, we show how using Microsoft Dynamics CRM as a vehicle to capture and manage structured and unstructured sales and marketing customer data within a single, integrated system can help increase your organization's return on investment.