Marketing and Sales teams are required to collect and store all applicable data about their customers’ needs and behaviours, their partners' differentiation potential and their competitors' strengths and weaknesses. The competitive intelligence of an enterprise serves the business processes effectively and efficiently. A strong customer orientation differentiates. Automated customer-facing processes are business-critical: the profiling of client needs, marketing of offerings and interactive workflows during the order-to-cash processes. Thanks to professional information systems, companies can concentrate on sales and increase their customer value.