---
title: "What Is a CRM (Customer Relationship Management)? | ONEGTMLAB"
description: "A CRM is the system where a company records its contacts, accounts, deals and every sales and marketing interaction. Learn what a CRM does in B2B."
canonical: https://www.onegtmlab.dev/glossary/crm
---

# What Is a CRM (Customer Relationship Management)? | ONEGTMLAB

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GTM Glossary

# CRM (Customer Relationship Management)

A CRM (customer relationship management) system is software that stores a company's contacts, accounts, deals and interactions so sales, marketing and success teams work from one shared record.

Also called: CRM, CRM system, customer relationship management software

## Why it matters

In B2B, the CRM is the system of record for revenue. Reps log calls and emails there, managers forecast from its deal stages, and marketing reads it to see which campaigns produced pipeline. When the data is incomplete or duplicated, every report built on it becomes unreliable, so data hygiene and enrichment matter as much as the tool itself.

A CRM is often confused with a marketing automation platform or a sales engagement tool. Those tools send emails, run sequences and score leads, but they usually sync their activity back into the CRM. The CRM holds the durable record of who the customer is, what was said, and where each opportunity stands in the pipeline.

## Example

A company that sells payroll software keeps every target account in a CRM such as HubSpot or Salesforce. When a rep books a demo with a finance director, the meeting, the contact's title and the new deal all land on the same account record. Three months later, a different rep picking up the account can read the full history before calling.

## Related terms

-   [RevOps (Revenue Operations)](/glossary/revops)
-   [Data Enrichment](/glossary/data-enrichment)
-   [Deduplication (Dedupe)](/glossary/deduplication)
-   [Pipeline Generation](/glossary/pipeline-generation)
-   [Lead Scoring](/glossary/lead-scoring)

## Related service

[RevOps Clean CRM data, lead routing and reporting your team can trust.](/services/revops)

## Related playbooks

-   [Data Enrichment Playbook Reuse what you hold, enrich the company first, judge from the description, and keep every raw payload.](/growth-playbooks/data-enrichment)
-   [Outbound Sales Playbook From a signal or event list to the right buyers, one channel each, with every row explained.](/growth-playbooks/outbound-sales)

## Questions people ask

### What is a CRM implementation?

A CRM implementation is the project of setting up a CRM for a team: defining objects and fields, pipeline stages and lifecycle definitions, importing and deduplicating existing data, connecting other tools, building automations and reports, and training the people who will use it.

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