RevOps & CRM

CRM

Also: Customer Relationship Management

The system of record for your prospects and customers, where every contact, account, deal, and interaction lives, the backbone of sales and marketing operations.

Why it matters

The CRM is the single source of truth for the customer relationship; if it is incomplete or dirty, every downstream report, forecast, and campaign is built on sand.

What good looks like

A healthy CRM has clean, deduplicated data, consistent fields and stages, logged activity, and genuine adoption by the people who are supposed to use it.

Related terms

Sales OperationsCustomer Data Platform (CDP)Data EnrichmentMarketing Tech Stack
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