CRM Fundamentals: How Customer Data Runs a Business

A CRM is not sales software you happen to use, it is the shared memory of the business, the single structured record of every customer relationship. This cursus teaches the discipline underneath every CRM, so any specific tool becomes readable. Start with the data model: companies, people, leads, deals, and activities, linked into one 360-degree view. Then movement: sales pipelines, the marketing-to-sales lifecycle, the three types of CRM, and automation. Finally the hard part: why most CRM projects fail on adoption and data quality rather than software, and how CRM skill becomes a career.