Chrome River is showing clients a new way for sales and finance to correlate T&E spending with customer relationship management info. The idea is to optimize how and where to allocate travel dollars, based on the revenue-generating potential of customer visits. Pulling CRM data into travel decision-making is not a new concept. Chrome River aims to complete the circle. Integration, first with Salesforce, also will mean enriching CRM systems with data from expense management.

Sales and account management on average make up half of corporate T&E spending, according to an August YouGov survey of . . .

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David Jonas in 2006 co-founded business media firm ProMedia.travel after ten years as a journalist with Business Travel News. David rejoined BTN in 2010 as executive editor when its parent company acquired ProMedia, and in 2014 co-created The Company Dime. David has a bachelor's degree in communications from Cornell University.