Selling new products to existing customers has long been on most insurance companies’ agendas – yet, few carriers have had significant cross-selling success. This begs the question, why is the cross-line-of-business referral model only gaining traction now? The answer lies, in a large part, to advances in technology – specifically, the ability to create a single view of enterprise customer data through next generation customer relationship management (CRM). With a sophisticated integrated CRM solution, organizations are able to better share information and leverage workflows that support cross-LOB referrals in a way that was not previously possible.