What's in a Name? You Say "CRM Live", Microsoft Says "CRM Online"

Corporate branding is always an imprecise process at best, and Microsoft illustrated that reality when, after nearly two years of alluding to its online version of CRM 4.0 at "CRM Live", it switched gears weeks before official launch and said that, from hereon, the product's name is "CRM Online."

The name change won't affect the product release date, expected to be in June, nor the company's target markets, channel strategy, or pricing, Microsoft said. The product has been positioned as a serious competitor to Salesforce.com.

Why the name change, less than three weeks after the conclusion of the huge Convergence 2008 trade show in Orlando, where top Microsoft executives, including CEO Steve Ballmer, were referring to "CRM Live"?

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About Jason Gumpert

As the editor of MSDynamicsWorld.com, Jason oversees all editorial content on the site and at our events, as well as providing site management and strategy. He can be reached at jgumpert@msdynamicsworld.com.

Prior to co-founding MSDynamicsWorld.com, Jason was a Principal Software Consultant at Parametric Technology Corporation (PTC), where he implemented solutions, trained customers, managed software development, and spent some time in the pre-sales engineering organization. Jason has also held consulting positions at CSC Consulting and Monitor Group.

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