Customer relationship management (CRM) software helps businesses manage relationships and interactions across the customer lifecycle – from generating new leads to winning sales to retaining accounts. CRM systems record all prospect and customer details, communications, documents, and activities in a central accessible database.
CRM platforms offer extensive features to help teams with lead and deal tracking, pipeline and forecast management, workflow automation, customer support tracking, marketing campaign orchestration, and data-driven analysis.
Adoption of CRM software has become pivotal for sales efficiency and customer retention. Tight integration with marketing automation and other systems enables a unified 360-degree customer view. Successful CRM usage relies heavily on user adoption and change management strategies.