The rapid development and growth of software-as-a-service (SaaS) has presented an entirely new set of possibilities for IT infrastructure and services.

The latest example of this can be seen in NewVoiceMedia's recently released integration with Salesforce.com's customer relationship management (CRM) platform, allowing users to embed their telephony capabilities within the Service Cloud.

This integration means that sales departments can make, receive and manage calls within a single interface - when a call comes in, the user is presented with the caller's contact details including his or her call history, purchase profiles, or any other records saved in the Salesforce.com Service Cloud.

The call is also automatically routed to a certain agent based on a skills-based routing scenario, which analyzes the customer data.

NewVoiceMedia's computer telephony integration services, like many other SaaS offerings, can level the playing field in a way, allowing smaller companies that do not necessarily have the same IT budgets or resources as larger companies to have access to the same kinds of services and capabilities, said NewVoiceMedia CEO Jonathan Grant.

The market for SaaS services is therefore growing rapidly - a study from Telecom Trends International projected that the industry will generate $45.5 billion in revenue by 2015.

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