When businesses implement CRM, they often do not realize the confusion that results when customer data is repeatedly entreated into the system by different teams. Though one of the primary goals of CRM is to hold all customer-related data on a single software program, exactly the opposite happens. If data is closed and is not accessible to different teams, it may result in redundancy and even duplicity. It is important to have a unified customer database for both the sales and marketing teams. Any changes made to this database should be visible to both the teams.