Customer Relationship Management / Content Marketing, Marketing Terms Customer Relationship Management Customer relationship management, or CRM, refers to the strategies, processes and technologies that organisations use to manage interactions with current and potential customers. A CRM system helps teams centralise contact information, track communications, monitor sales pipelines and analyse engagement over time. The goal of CRM is to improve customer relationships, streamline operations and increase lifetime value through better service and more personalised experiences. Modern CRM platforms such as Salesforce, HubSpot, Zoho, and Microsoft Dynamics offer a range of features, including contact and lead management, marketing automation, sales forecasting, customer service tools and performance reporting. These systems allow sales, marketing and support teams to share insights and coordinate actions. For example, when a lead fills out a contact form, their information is automatically logged, tracked and updated as they move through the funnel. CRM tools also help maintain data integrity, support segmentation and drive more relevant messaging. CRM is valuable across sectors. For B2B companies, it supports complex sales cycles and account-based marketing. For nonprofits, it helps track donor history, volunteer activity and campaign engagement. Strong CRM practices lead to better customer retention, improved decision-making and higher team productivity. Success depends on choosing the right platform, maintaining clean and accurate data, and training staff to use the system effectively. When integrated with websites, email platforms and analytics tools, CRM becomes a central hub for driving growth and building lasting relationships.