Business Software
CRM is a software system that centralises a company's interactions with current and potential customers, tracking leads, sales pipelines, support tickets, and communication history in one place.
CRM platforms give sales, marketing, and support teams a shared view of every customer touchpoint, preventing leads from falling through the cracks and enabling personalised follow-ups at scale. Built-in automation handles repetitive tasks such as sending follow-up emails, assigning leads to reps based on territory, and scoring prospects by engagement. Analytics dashboards surface metrics like conversion rates, deal velocity, and customer lifetime value so managers can coach teams and forecast revenue accurately. CRM systems can integrate with ERP, marketing platforms, and communication tools via APIs to create a connected customer data ecosystem.
Example
A B2B software company configures its CRM to automatically assign inbound demo requests to the nearest available sales rep and send a personalised onboarding sequence once a deal is marked closed-won.
Related terms
ERP (Enterprise Resource Planning)
ERP is an integrated software system that manages and automates core business processes — including finance, HR, procurement, inventory, and operations — through a single unified platform.
API (Application Programming Interface)
An API is a defined set of rules and protocols that allows one software application to request and exchange data or functionality with another, acting as a structured contract between systems.
Webhook
A webhook is an HTTP callback mechanism in which one application automatically sends a real-time data payload to a designated URL in another application whenever a specific event occurs, enabling event-driven integrations without polling.
Business Intelligence
Business intelligence (BI) refers to the technologies, processes, and practices for collecting, integrating, analysing, and presenting business data to support informed, evidence-based decision-making.
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