Bluefin are implementing CRM version 5 as part of the Ramp Up program. CRM will be used for the entire sales and marketing function, making commercial functions more effective. 
 

Commenting on the strategy, Michael Eldridge, Bluefin?s Head of CRM said 'SAP came of age in Customer Relationship Management with version 4 of their product. Version 5 is evolutionary rather than revolutionary, but delivers a large number of minor enhancements that incrementally deliver great value to customers. We anticipate that customers will rapidly adopt this technology and I am pleased that we are able to grow our skills early in the product so that we can share this experience with our customers.'

James Appleby, Bluefin's Managing Director, believes it to be a major initiative and is sponsoring the project. 'Bluefin has grown substantially over the past three years and it was clear to me that we needed to make substantial changes to the way our commercial function operates. To underpin that re-engineering, we needed a new CRM system that would scale to hundreds of users whilst being easy to implement. SAP was the only option for us.'