In each organization and role, relationship management can be viewed with different lenses. As a sales leader, when you say customer relationship management, you usually mean a sales CRM tool that is used for sales and revenue forecasting, analytics, and reports.
Sales managers look at it as a system to monitor the sales activities and make sure that their salespeople meet the targets, while salespeople use it for data dumping.
But, in reality, Customer Relationship Management (CRM) is a process, practice, and technology that, when combined together does much more than track, monitor, and record. It can
Align different functions and teams in your organization
Find the right buyers
Win you customers-for-life
And propel your sales and business growth
But you may wonder, while a CRM software could be vital for growth, does it really create that impact on your business?
Let’s begin by rephrasing your question—what happens when you don’t have a sales CRM system?