Where does the discipline of CRM begin? We have a good idea where the software fits, but where does its impact end? With a sale? With a customer saying good things about your company to other customers? With a repeat purchase? And does CRM contribute to these events alone, or is there a web of other activities that help drive these relationships — and do we ever consider these things to be CRM? The world is becoming a much more complicated place for practitioners of CRM, expressly because of considerations like these.