Customer relationship management (CRM) forms the underpinnings of customer journey maps. And the use of CRM data is evolving, observed Corinne Sklar, CMO at Bluewolf Group, a cloud consulting firm that was recently acquired by IBM and is a Salesforce partner. "CRM data is becoming more important than ever not for specific areas like marketing, sales, or customer service but for powering the entire customer journey," Sklar said.

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