Sales Enablement
What is CRM?
A CRM (customer relationship management system) is the software a sales and marketing team uses to track contacts, accounts, deals, and every interaction with a prospect or customer in one place.
Who Is It For?
A CRM is used daily by sales reps and is the system of record RevOps and marketing operations build workflows and reporting around.
How Is It Used?
A CRM is used to keep every stakeholder aligned on where a deal stands, avoid duplicate or conflicting outreach, and give leadership visibility into pipeline health.
- Log every touchpoint — calls, emails, meetings — against the right contact and account
- Track deals through defined pipeline stages for accurate forecasting
- Trigger automated workflows (follow-up tasks, lifecycle emails) based on CRM data
- Feed CRM data into attribution and reporting to connect marketing activity to closed revenue
Related Terms & Concepts
Frequently Asked Questions
Which CRM is best for a B2B SaaS company?
It depends on team size, budget, and existing tech stack — there’s no single best CRM, and the right choice usually comes down to how well it integrates with the rest of a company’s sales and marketing tools.
Can a CRM replace marketing automation software?
Not fully — a CRM is built around managing individual deals and relationships, while marketing automation platforms are built for scaled, rule-based campaigns; most B2B teams use both, integrated together.
