CRM

What is CRM?

CRM (Customer Relationship Management) is an information system (and methodology) that consolidates all of a company’s interactions with customers and prospects into a single database. In a CRM you record contacts and companies, history of email and phone communication, scheduled meetings, quotes, orders, invoices, complaints, and sales notes — everyone who contacts a customer can see the complete context.

In a B2B company, a CRM typically solves three business problems: (1) a departing salesperson takes “their” customers in an Excel spreadsheet, (2) marketing and sales lack a shared view of leads, and (3) management cannot forecast revenue. A modern CRM addresses each of these pain points — a centralised database, a shared pipeline, and reporting.

When it is used

A CRM is deployed by practically every company with recurring B2B sales and more than 2–3 salespeople. Typical priorities: close more business from the existing database, improve lead-to-customer conversion, and speed up the quoting process.

See the CRM module, the Quotes module, and the services industry page.

Related terms

• Sales Pipeline — visualisation of business opportunities in CRM. See /en/glossary/sales-pipeline.
• Lead — a prospect in CRM. See /en/glossary/lead.
• Deal — a business case. See /en/glossary/deal.
• CLV — an important metric tracked by CRM. See /en/glossary/clv.

In Modulario

The CRM module in Modulario is natively integrated with Quotes and Invoicing — from a customer card you can see all open quotes, issued invoices, overdue receivables, and planned activities. No switching between systems required.

Salespeople have a unified communication timeline in CRM: emails synchronise automatically via Gmail/Outlook integration, phone calls can be logged via the mobile app, and meetings are linked to the calendar. The AI assistant on the customer card suggests next steps (“this customer has not been in touch for 14 days, a follow-up is recommended”), helps prepare materials before a meeting, and can generate a brief summary of recent interactions. Everything runs in compliance with GDPR and with a detailed audit log.

Management gets the daily pulse of sales from the CRM dashboard — current pipeline, expected closings, salesperson performance, new leads. For the sales manager, CRM is the essential tool for 1:1 meetings with salespeople; for marketing it is the data source for segmentation and campaign personalisation.