In order to fully leverage the value of customer-related data, that data must be up-to-date, accurate, complete and consistent across all enterprise systems. A CRM system can provide a powerful and highly sophisticated platform for organizing, automating and streamlining the sales and marketing business processes that nurture customer satisfaction and loyalty. But CRM systems are not the only enterprise systems that consume and contribute to customer information, or drive customer interactions. All enterprise systems, along with the CRM system, must draw from the same “master” customer record in order to maintain consistent customer service levels across the organization and maximize the benefit of customer-related processes at every level. This can best be accomplished by using Master Data Maestro’s CRM connectors to link customer-related master entities, and all of their defining attributes, into an integrated master data management (MDM) solution.