Glossary · letter C
CRM
Customer Relationship ManagementCustomer relationship management system
Definition
A platform for managing client contacts, interaction history, the sales pipeline and team activities. Most popular: Salesforce, HubSpot, Pipedrive, Microsoft Dynamics 365 Sales.
Business application
A B2B company with 5 sales reps and no CRM loses approximately 30% of leads — reps forget follow-ups, contact clients twice and can't see what colleagues are doing. CRM is the first system every sales organisation of more than 3 people should implement.