In the past, CRM was a term used to describe how a company uses software to structure its relationships with potential and existing customers. But this primarily data-driven environment today is not only interested in customer data, but also in data from leads, prospects and entire companies.

Although CRM was previously used primarily by salespeople, it can now benefit all departments in a company. It is important to continuously feed the CRM with information from various sources. This can be done through API integrations or by exporting / importing the desired data.

Advantages: A well-organized CRM is a company’s nervous system, also known as a digital hypothalamus. Many people understand the benefits of CRM, but very few of us understand the added value that CRM can bring. A well-structured CRM reduces the dependency on other systems or employees and thus makes your company transferable.