A customer relationship management (CRM) system with integrated data aggregation engine comprising a database management system (DBMS) including a relational datastore storing data in tables. An aggregation module, operatively coupled to the relational datastore aggregates the data stored in the tables of the relational datastore and storing the resultant aggregated data in a non-relational datastore. A reference generating mechanism generates a first reference to data stored in the relational datastore and a second reference to aggregated data generated by the aggregation module and stored in the non-relational datastore. A query processing mechanism processes query statements, wherein, upon identifying that a given query statement is on the second reference, the query processing mechanism communicates with the aggregation module to retrieve portions of aggregated data identified by the reference that are relevant to the given query statement.