Traditionally, a customer relationship management (CRM) tool is all about a database of detailed opportunity funnel information and leads with contact information. Pre-defined dashboard applications can be customized and provide helpful forecasting models to support revenue projections. Contrary to popular belief, CRM is primarily considered a marketing tool and not a key element of a fully integrated sales & operation process (S&OP). Even when quality customer and sales data are available, many companies do not trust the forward looking numbers and instead focus on backward looking and historical revenue patterns. Why is that?