What is a CRM?

Customer relationship management: the record of who your customers and prospects are, what was said, and what stage each one is at. It is a system of record, and that is the limit worth understanding. A CRM records; it does not answer at 7pm, does not send the second message, and does not notice a quote has gone quiet unless somebody built that. Most of the leaks in a business exist alongside a perfectly good CRM.