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SugarCRM links up with Dun & Bradstreet for contact data

SugarCRM customers will soon be able to import business contact data from Dun & Bradstreet, giving them a new means for finding and closing deals more efficiently.

D&B’s data store includes more than 230 million businesses and 100 million specific contacts, according to Wednesday’s announcement. The companies will create a “seamless” integration between D&B’s system and SugarCRM that will become available in April.

Salespeople today are “overwhelmed” by the amount of data concerning prospects and customers, SugarCRM CTO Clint Oram said in a statement. The combination of SugarCRM’s interface and D&B’s curated information will allow them to transform “big data into little data” and make better decisions, the statement adds.

The integration will be available in three tiers providing varying types and amounts of contact and industry information. SugarCRM is sold by partners around the world, who will also be the point of contact for buying D&B subscriptions, SugarCRM said.

For SugarCRM, the deal with D&B helps it catch up to competitors such as Salesforce.com, SAP, Microsoft and Oracle, which have already linked their CRM systems to the data provider.

Salespeople who use its data store can reduce research time by 12 percent and shorten sales cycles by 15 percent, D&B claimed in a data sheet about the SugarCRM announcement.

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