CRM (Customer Relationship Management)
A CRM is software that centralizes a company's interactions with prospects and customers across sales, marketing and support.
A CRM stores accounts, contacts, deals and activities in one place so revenue teams share a single source of truth. Modern CRMs go beyond record-keeping to automate follow-ups, score deals, and surface the next best action.
The best CRMs are customizable — letting teams add custom objects and fields, define their own pipeline stages, and automate workflows without code — so the system fits the business rather than the other way around.