In conclusion, this book shows conclusively that customers' expectations are continually increasing while the most forward-thinking companies are attempting to continually integrate social networks and social media into their marketing, selling and service platforms. Based on the assessment of Mr. Greenberg and his case studies, the early adopter companies are very successful with this strategy of meeting and exceeding customer expectations. Xu, M., & Walton, J. (2005). Gaining Customer Knowledge through Analytical CRM. Industrial Management + Data Systems, 105(7), 955-971.

Analytics have become the foundation of marketing in the 21st century as marketers continue to measure interactions with prospects and customers and quantify the performance of their strategies over time. The continually evolving role of the Chief Marketing Officer (CMO) has also led to increasing reliance on dashboards and balanced scorecards as a means to continually track marketing strategy performance gains goals and objectives (Kim, Suh, Hwang, 2003). The research premise of Gaining Customer...

The authors provide correlational aspects of their approach to managing of sales funnels and the implications on broader corporate profitability. The heavy reliance on analytics that is occurring throughout every industry is used specifically for showing how the imprecise nature of marketing is moving rapidly towards a very precise, accurate series of techniques for tracking overall strategic performance.
Additional sources:

Greenberg, P. (2010). The impact of CRM 2.0 on customer insight. The Journal of Business & Industrial Marketing, 25(6), 410-419.

Luck, D., & Lancaster, G. (2013). The significance of CRM to the strategies of hotel companies. Worldwide Hospitality and Tourism Themes, 5(1), 55-66.

Kim, J., Suh, E., & Hwang, H. (2003). A model for evaluating the effectiveness of CRM using the…