Informatica has launched a new Master Data Management (MDM) system to help organisations improve customer data within Salesforce.com.

Deployed in the Cloud and natively built on Force.com, the solution intends to increase an organisation’s CRM investment with better lead conversion, customer targeting and cross-sell outcomes.

Additionally, oganisations can also use Informatica Cloud MDM to increase sales productivity, track sales opportunities and manage account hierarchies in order to gain visibility into the real value of each customer.

The SaaS application also integrates customer information with third-party data for additional account insight.

According to the firm, the new solution extends Informatica's leadership in Cloud data integration, data quality and MDM.

Girish Pancha, chief product officer at Informatica, said: “With the explosive growth of data in cloud computing and CRM systems, organisations must have a 360-degree view of their clients in order to stay a step ahead of the competition.

“To achieve this complete picture of an organisations customers’ data must be pulled together from enterprise applications, cloud applications and third-party data providers for business and IT. With the acquisition of Data Scout and the availability of Informatica Cloud MDM, we accelerated our roadmap to deliver the cleansing, matching, duplication and enrichment technology required to gain the greatest value from these data assets.”