CRM (customer relationship management)
What is a CRM?
A CRM, short for customer relationship management, is software for tracking leads, contacts, companies, deals and every interaction with them: emails, calls, meetings and notes. It usually includes a sales pipeline, tasks and reports.
Small teams often start with a spreadsheet, then move to a CRM once several people work the same leads.
Why a CRM matters
Without a shared record, leads fall through the cracks, follow-ups are forgotten and two people contact the same prospect. A CRM is the memory of a sales team.
CRM FAQ
Do I need a CRM as a small business?
Once you have more leads than you can remember, yes, or at least a well-kept spreadsheet. The key is one shared place for every lead, its status and the next step.
Related marketing terms
A sales pipeline shows every open deal by stage, from first contact to closed, so you can see what is likely to close and what is stuck.
A lead is a person or business that might buy from you: someone who showed interest or fits your ideal customer, with a way to contact them.
A lead list is a set of potential customers with contact details and notes, built from research or data sources, ready for outreach.
A sales cadence is a planned sequence of outreach touches, such as emails, calls and messages, spread over days or weeks for each prospect.