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Customer Relationship Management (CRM)

CRM is both a strategy and a toolset that helps businesses manage interactions with customers and potential customers in one central place. In day-to-day terms, it’s often used to refer to specialised software that organises contact details, manages sales and customer support processes, and tracks communications (like emails, calls, and meetings) across teams.

Think of it as your company’s shared memory. A good CRM system helps everyone stay on the same page, whether you’re the marketing team tracking campaign responses, the sales rep managing a pipeline, or the support agent helping a long-time customer.

CRM software comes in many forms. Some are lightweight and focus mainly on contact management, while others go deep, pulling in data from your website, email platform, support tickets, and even marketing automation tools.

Ready to find a CRM that works for your business (not against it)?

At Spotler, we help B2B teams like yours choose and implement CRM solutions that are easy to use, quick to adopt and built for scale.

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