CRM (Customer Relationship Management)
System that centralises all your customer and lead data so marketing and sales work on the same data.
By Tanguy De Keyzer · Founder & digital strategist
What is a CRM?
A CRM (Customer Relationship Management system) is the central place where you keep all your contacts, leads and customer interactions. Every conversation, every purchase and every website visit comes together in one profile, so everyone on your team has the same overview.
Why it is the foundation
Without a CRM, customer knowledge lives scattered across mailboxes and people’s heads. With a CRM you work in a structured way: you know who is following up which lead, what stage it is in and what the next step is. It is also the fuel for marketing automation, since flows react to the data in your CRM.
Marketing and sales aligned
A well-filled CRM lets marketing hand warm leads to sales seamlessly, with all the context. No leads falling through the cracks, no duplicate work.