3. How do you suppose CRM can help link the marketing and sales functions in a firm? Hint: Consider the infor- mation needed by both groups, and how that informa- tion is collected, analyzed, and distributed for use. A critical part of successful selling today is the effective use of technology and information by salespeople. Sometimes salespeople feel like they have information and technology "overload"-just too much to cope with. A well-run CRM system can go a long way toward organizing these impor- tant elements of selling. Visit the Web sites www.crmguru.com and www. salesforce.com.