IProspect is a global digital performance marketing firm. It works to increase website traffic for its clients through services such as search engine optimization, lead generation, website analytics, and website conversion enhancement. The company's clients include such firms as Adidas, American Express, Coca-Cola, Ford Motor Company, General Motors, and Sharp Electronics. The firm has decided to implement a CRM software system.

What key function must this CRM software perform?

a. Support the planning, executing, and controlling of all activities involved in raw material sourcing and procurement, conversion of raw materials to finished products, and the warehousing and delivery of finished products to customers.
b. Support order processing, inventory management, and purchasing.
c. Capture and analyze data on individual customers and sales leads, prioritize the potential sales opportunities, and identify appropriate next steps.
d. Create a common repository of product information and processes to support the collaborative creation, management, dissemination, and use of product and packaging definition information.