CRM (Customer Relationship Management)
Software for managing customer interactions, typically organized around deals and pipelines. Works well once there's commercial intent, less so for the relationships that come before it.
Software designed to manage interactions with customers and prospects, typically built around deals, pipelines, and sales stages. CRMs work well once a relationship has a clear commercial intent, but they're not designed for the earlier, less structured work of staying in touch, building trust, and keeping warm relationships alive. Most professional services firms adopt a CRM and then find that the relationships that matter most don't fit neatly into it.
Frequently Asked Questions
Related Terms
Relationship Management
The practice of deliberately tracking and nurturing your professional relationships so you know who to reach out to, when, and why.
Pre-CRM
The phase before a relationship has a deal attached to it. No pipeline, no opportunity, just a connection worth keeping warm. Where most of your network actually lives.
