Increase Sales Productivity! Reduce Marketing and Advertising Expenses! Build Customer Relationships - Increase Repeat Business! Make your customers the focus of your company with the Riata CRM Sales and Marketing database management system. With Riata CRM your sales staff will know who is most qualified to buy what you have to sell. All dimensions of the customer relationship are documented in the Riata CRM customer record: 1) the buying profile; 2) sales transaction history (with optional accounting system link); 3) value adding contact summaries and future marketing plans.