CRM SYSTEMS AND THEIR IMPACT ON THE RESULTS OF MARKETING STRATEGY IN DISTRIBUTION COMPANIES

This article examines the strategic role of CRM systems in enhancing marketing effectiveness within distributorcompanies. It highlights how integrated CRM tools improve partner segmentation, trade promotion management, andsales productivity through automation and analytics. The study also outlines an implementation roadmap and identifieskey challenges such as user adoption and data quality. Overall, the article demonstrates how CRM transforms distributormarketing from transactional operations into data-driven, value-based partnership management.