Sun Life Financial Founded more than 150 years ago, Canadian-based Sun Life Financial (www.sunlife.ca) is a global financial services firm, serving individuals and corporate customers. It has more than $800 billion in total assets under management. Sun Life operates in Canada, the United States, the United Kingdom, Ireland, Hong Kong, the Philippines, and other countries. Sun Life Financial's success rests upon its excellent customer service and trust, for which the company relies on the work of two large departments. The Distribution and Marketing team is a team of employees who oversee wholesale sales with Sun Life advisors and third parties. The Sun Life Career Sales Force is a team of independent advisors who sell Sun Life products and services to individual clients. These two teams work in close collaboration in order to sell the company's insurance and investment products. However, the reality was that the two departments worked independently and the amount of administrative work had increased over time. For example, the Distribution and Marketing team had to handle large amounts of data, such as advisor profiles, using manual processes such as multiple spreadsheets. The data entry and handling were affecting the employees' productivity, taking time away from selling tasks. In 2014, Sun Life embarked on a long-term sales transformation initiative. As part of this program, the company deployed the Sales Cloud CRM with the Distribution and Marketing team. Among other things, the team can assess the impact of key activities that each advisor engages in, such as making customer calls and participating in roadshows, on sales performance. The new CRM system is now used by nearly 300 sales representatives and more than 5,000 field managers, advisors, and their staff to maximize product sales. Sun Life sales representatives use the CRM to analyze data about advisors and also share information with teams working in the wealth and insurance fields, which helpsSun Life sales representatives use the CRM to analyze data about advisors and also share information with teams working in the wealth and insurance fields, which helps identify opportunities to cross-sell (sell customers products in other areas) and upsell (sell customers upgraded services). Advisors now have data at their fingertips to help them better understand the sales cycle. For example, they can see how the volume of potential sales leads can translate into actual sales, to determine if they need to spend more energy on generating leads. The software allows advisors to calculate how many appointments they need to make to generate the desired levels of sales. In addition, Sun Life added more functionality to its CRM in the form of dynamic dashboards, showing visual representations of sales performance, opportunities, and pending activity. After Salesforce solutions were implemented at Sun Life, the company announced an expectation to boost revenue growth in Sun Life's Individual Insurance and Investments business unit by up to 10 percent over the next three years.. Provide three reasons why having knowledge about its customers is important for Sun Life.- Explain how a CRM can help a business gain knowledge about its customers. Use the example of Sun Life in your explanation. - Explain Why the IS discussed in this case should be integrated with the IS used at Sun Life other departments {i.e., Accounting, Finance, HR, eta]