CRM refers to both the strategy and the software used to manage a company’s interactions with current and potential customers. It helps sales, marketing, and customer success teams track communication, organize data, and build stronger relationships throughout the customer lifecycle.

A CRM system stores important details like:

• Contact information
• Deal stages and pipeline activity
• Past conversations and touchpoints
• Notes, tasks, and follow-ups
• Purchase history and account status

Software-wise, popular CRM include HubSpot, Salesforce, Pipedrive, and Close.