What CRM means
CRM stands for customer relationship management. A CRM system brings together contact details, communication history and sales opportunity records. Salesforce also lists service issue recording and marketing campaign management among its functions. [1]
Records and the sales process
A contact, a sales opportunity and a service issue are different types of record. A contact represents a person, an opportunity a potential sale, and a service issue a question or problem being handled. A shared customer view connects these records to the same customer. [1]
What to assess before choosing
An evaluation should identify the required data, who will enter it and which existing systems need connections. A trial can include entering a contact, recording communication and tracking one sales opportunity. This is an evaluation procedure, not proof that the business needs a CRM.
What the source does not establish
A description of features does not establish a customer count at which a CRM becomes necessary or demonstrate the return on a particular implementation. Salesforce sells CRM software; its description is used to explain functions, not as independent evidence of savings. [1]