GLOSSARY

The strategy, processes and technology used to manage interactions and data across prospect and customer relationships.

CRM provides a shared operational view of relationships, helping sales, marketing and service teams coordinate work, forecast activity and maintain accountable follow-up.

A consultancy records each organisation, contact, opportunity, meeting and support request in a CRM, assigns ownership and synchronises qualified lifecycle events with marketing automation.

A CRM is not automatically a complete customer view or source of truth. Duplicate records, weak permissions, inconsistent processes, low adoption and poorly governed integrations can make reporting and automation unreliable.

CRM systems commonly store account and contact records, activities, opportunities, service cases and consent-related attributes while supporting workflow, reporting and integrations. CRM is broader than the software: data governance, process design, ownership and user adoption determine whether the operating model works.