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OperationsCRM
CRM (Customer Relationship Management)
Quick answer
The system managing prospect and customer relationships: leads, pipeline, communications, contract.
Key takeaways
- Traditional CRM (Salesforce, HubSpot) - focused on selling, distant from execution
- Operational B2B CRM (CRMconnect CRM) - integrated with OMS, WMS, contracts, deliverables - the seller sees in CRM promised stock, delivery status, balance, overdue invoices
Definition
CRM (Customer Relationship Management) is the platform centralizing the entire prospect and customer relationship: leads (source, scoring), sales pipeline (stages, probability, forecast), communications (email, phone, meetings), contract and retention.
Traditional CRM vs Operational B2B CRM
- Traditional CRM (Salesforce, HubSpot) - focused on selling, distant from execution
- Operational B2B CRM (CRMconnect CRM) - integrated with OMS, WMS, contracts, deliverables - the seller sees in CRM promised stock, delivery status, balance, overdue invoices
Key functions
- Multi-source lead capture (forms, marketplace, referral)
- Lead scoring & automatic routing
- Configurable pipeline (stages, probability, weighted forecast)
- Activities: email tracking, call logging, calendar sync
- Contracts & e-signature
- Cross-sell / upsell based on operational data (real consumption)
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Frequently asked
Do I need CRM if I have ERP?+
ERP knows the already-active customers. CRM manages prospects and the commercial pipeline - fully complementary.
Is CRMconnect CRM separate from OMS?+
No. CRMconnect CRM shares the same database with OMS - the seller sees stock, orders, overdue invoices in the customer card in real time.