CentricCRM, LoopFuse announce software integration

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Looking to provide a one-stop shop for companies who need Web analytics, Internet/e-mail marketing and online demand generation, CentricCRM and closed-loop marketing firm LoopFuse announced they will be integrating their software tools into a single solution.

The two companies plan to make integrated updated versions of CentricCRM and LoopFuse available for download from their respective Web sites within 45 days, enabling sales and marketing teams to finally work in harmony on online programs and ending the need for companies to go to multiple vendors for their CRM and lead generation solutions.

"The integration of CentricCRM and LoopFuse creates an offering that gives marketers great control and improves visibility, transparency and the ability to report on ROI, while continuing to provide the enterprise-class reliability and scalability our customers have come to expect from us," said Michael Harvey, executive vice president at CentricCRM, in a release announcing the partnership. "This is all about helping marketers close the loop and know which campaigns are successful and which prospects are likely to bring the greatest return to the company."

LoopFuse CEO and co-founder Roy Russo added that the integrated offering will be competitively priced to appeal to online businesses of all sizes.

"Just watching the dynamics of the market, it's a natural progression in the market to move toward this one vendor solution for all marketing and sales needs," he said.

From a sales standpoint, the integrated software will be able to help identify not only what is a good lead, but how to reach out to that lead by showing the pages the potential customer viewed or any white papers or other material they downloaded.

"Click throughs and page impressions are cute to measure activity but don't measure the outcome of an initial marketing campaign," Russo says. "This is going give companies that 360-degree view of all their online marketing initiatives, where people are coming from, what they're doing, while also allowing companies to score leads and determine ROI."

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