Achieving a single view of an existing or prospective investor – so that all available data can be seen in one place – is a major objective for any fund, as it is very powerful from a marketing and sales perspective.
This is why funds are pouring more money into CRM development, as this technology makes it possible.
The alternative to a cohesive and efficient CRM is to have data spread across many different systems, which is difficult to manage and means you can end up with replicated fields across each system. A CRM that captures all relevant data and updaters investor records accordingly avoids this situation, which is why funds are investing so heavily into this type of technology.
