This document discusses the importance of utilizing customer relationship management (CRM) data effectively. It notes that CRM data is often outdated, containing duplicate, incorrect, or missing data. This can limit marketing automation and improper adoption of CRM systems. The document proposes several services from CRMIT to address these issues, including data assessment, deduplication, enrichment, segmentation, and campaign management. These services aim to clean, normalize, and enrich customer records in order to maximize campaign performance and deliverability.