CRM stands for “Customer Relationship Management.” It refers to all strategies, technologies, techniques, and tools used by enterprises to develop, retain, and acquire customers. 

Customer relationship management is used to acknowledge, manage, and analyze customer interactions and data throughout a customer life cycle, intending to improve customer service relations and assist in customer retention and driving sales growth. 

CRM ensures that each step of interaction with the consumers goes efficiently, effectively, and smoothly to increase the overall profits. CRM gathers the overall customer data from multiple resources, different channels. CRM stores in-depth, detailed information on the global purchase history, personal pieces of information, and purchasing behavior patterns. 

CRM Software Stands for?

In several cases, people talking about CRM, are basically referring to a CRM system, not the software which is basically a tool for helping companies with marketing, sales, and services.

CRM software enables businesses to focus on their company’s relationships with customers, colleagues, clients, suppliers. CRM for small business can be used to enlarge your business. Customer management software also provides a customer with staff details on facing any issues on personal information, history, buying, concerns, preferences Etc.

Professional CRM insight can make it easier to find new customers, with the client relationship management, winning their trust, providing qualified support, and additional useful services throughout the relationship. 

Customer Relationship Management (CRM) Understanding.

The understanding and use of CRM start from a company’s websites, social media, emails, mass mailing, and telephone calls. But Social Media is a one-way company (Communication) which benefits their bottom line.

The entire task of customer relationship management is to build positive experiences with customers to keep them coming up to you over and over again, which benefits the company. CRM, Client relationship management is used to satisfy small business also with client relationship management’s major help and guide.

The term CRM is currently being used to refer to the technology systems. An estimate in the Global market calculates that, over $40 Billion CRM in 2018, Customer management software technology is globally known as the fastest-growing enterprise software. Which largely encompasses the (SaaS) software-as-a-service market. 

Five of the top largest players in the CRM market today include cloud computing Salesforce, SAP, Microsoft, Oracle, and Adobe systems.

CRM Definitions

On-Premise CRM

On-Premise Customer management software involves the buying of the license and Software to install on the company’s hardware, which means that the company, clients relationship management would be responsible then for all the maintenance, imports, pieces of information, updates, etc.

With the On-Premise CRM, the company needs to purchase the licenses. On-premise CRM is a better choice in CRM for small business, companies and organizations with strict security policies, but in most cases, the process of implementation takes a lot of time then the IT process. 

An example of an on-premise CRM is “Microsoft Dynamics CRM.” The on-premise CRM is a bit more expensive then the on-demand CRM. its price/cost is one of the major factors in an on-premise CRM, which can be easily targeted in small business CRM as well as large. 

On-demand CRM

On-demand CRM has a couple of meanings and names too. Cloud customer relationship management or most companies using on-demand CRM uses some type of Software as a service (SaaS) solutions. This means paying for any subscriptions or contracts or viewing it through websites or browsers.

Through this client relationship management, users have full access to all the databases at any time, wherever they want. The vendor takes all the responsibility for the system and its operations providing all the necessary support and updates.

This Software is highly scalable; any organization can easily customize or expand its functionalities when the business requires.


Let’s suppose you got a business card in some seminar or conference; you want to follow up the person on a future sale, that person will be known as a lead. It is typically the name of a person, company which they work for, phone number, address email, etc.

You have no idea how interested a lead is in your project or product until and unless you go for a quick, simple qualification process. Leads can come through various sources, maintaining your small business in the customer relationship management world- websites, Facebook, Twitter, emails, ads, etc.

Leads can be cold, hot, or warm, depending on the probability of the conversion of lead into a future sale. A cold lead is never that hardworking, a randomly picked person from a phone book. Unlikely this person will buy from you, and then you need to pursue many cold leads before you find a good opportunity. 

Warm lead can be someone who attended conferences, seminars, or subscribed to the newsletter. You need to do some work to complete the sake. 

And a hot lead is someone who is already on the market for your product and has a high probability of becoming an opportunity. 


An account is basically an individual, a person, or an enterprise with whom you already have an existing business relation. This relationship could be a customer, re-seller, channel partner, etc. Most of the CRM tools help you to track the type of account you need and also help you in defining them in categories like a poor, great, average customer. It is important to look for all the interactions with accounts.


Opportunity in customer relationship management can be associated with the contact. If an accounts purchases from client relationship management on and off, you can associate them with an opportunity as they have a high chance of buying from you again in the future.

Opportunity starts from CRM for small business to larger ones, basically it tracks the record size of the deal. You can also record the deals which are won or lost, looking up with the probability of closing the deal of follow up activity which you need to do.

Closed Won

One of the major aspects of customer management software is its ability to manage, analyze, and measure successful closed-won opportunities to help to create a more successful and effective sales force.

A closed-won opportunity is basically a stage of sales in which contact has made the deal and had become a customer or is about to become one. In other words, an opportunity that has a certain percentage of becoming a closed deal at the end of the sale.

Closed Lost

The closed-lost opportunity is where the contact with the sales prospective is terminated, or not a success, and there is no chance or 0% chance of a sale. But the closed-won opportunity represents a successful end-stage of the sales cycle, including elements, techniques, and tools, which leads to close-won leads.


Converting of leads is basically when you convert leads; the salesforce, therefore, creates the accounts, opportunities, or contacts using the information provided by the leads which you’re converting. Salesforce is the force that moves any campaign members to the new contacts, and those leads become only the read-only records.


The Lead Qualification process is one of the major tasks while performing a lead. One of the most critical part which is a major drawback, which we found in many clients and customers is that they hadn’t mapped their lead qualification process into the customer relationship management.

The best leads are based on the activities, behaviors, and demographics, as we discussed before, which lead to a quality prospective client relationship management. You should before placing leads, directly look towards the lead qualification questions for your own worth, asking on lead forms, and details on leads, sales and answering on your leads’ profiles in your sales client relationship management. This will surely make it easy for all your sales team to decide where they can place each lead in the sales pipeline.

Sales Pipeline in CRM

Every small business or large business needs a sales pipeline customer management software to keep track of all the deals happening in their sales life cycle.

The sales pipeline Customer relationship management is simple for all the representatives and managers. The sales pipeline Customer management software is designed as pipeline management, which is a process of directing future sales in various stages.

Firstly, it enables the salesperson to accurately predict future sales or revenues; then, it helps in analyzing the sales process. It then alerts a client relationship management about any future sales ups or downs or sales growth. It then shows the sales velocity, the time which it takes to turn the incoming lead into a paying customer.

Custom Fields CRM

Fields in CRM, in simple words, are the data titles under which account information of your customer is stored in the CRM.

You can also create your own custom fields to meet your business requirements. Custom fields can easily be added in all the major and minor forms within a CRM, which include all the features like Contacts, Accounts, Tasks, Opportunities, Contacts, etc. The customization allows you to make necessary changes, to remove or change or any standard fields that also comes with the basic CRM system which you set up.

Entities in CRM

An Entity has a major function is CRM; it is used to manage the CRM for small business or large business data in the CRM. Including the contacts, cases, accounts, activities, opportunities, leads, etc., these are all the entities that hold the information/data records. A CRM entity is also known as a database table. For example, a contacts entity would consist of all the contact records, the records of the case, and so on.

Sales Forecast

A sales forecast client relationship management having this feature predicts future sales, which is totally based on the data from your current profile or pipeline. You may need to customize your marketing plans based on the sales forecast. 

Example: If you thought that your toy shop was going to sell a lot of toys during Christmas but learned through sales forecasting that Christmas trees, building blocks are more popular, you could customize your campaigns and ideas according to that. It can reduce your business risks.


In CRM, workflows are designed for a sequence of steps that are necessary in order to complete a sale or a small business process. One of the best ways in which your company can instantly increase its efficiency and sales is by optimizing the workflows.

Look for software that lets you set up your own custom rules and comes with salesforce automation, which can help you and your team to learn and be more productive.


API stands for Application Programming Interface. The API is a set of all the programming tools as well as the protocols which help you and guide you with a specification of how your CRM can interact with the other software and workflows. It helps you in choosing the right application for the software.  If you use Customer relationship management with an open-source API, then the developer can also use the API to integrate the other programs and applications, even if the vendor does not allow these integrations.

This allows your employees to view all your sales process, information, strategy, marketing, plans, billing within CRM, without opening multiple programs.

Definition and Introduction to CRM
Article Name
Definition and Introduction to CRM
CRM stands for "Customer Relationship Management." It refers to all strategies, technologies, techniques, and tools used by enterprises.

Leave a Reply