A CRM is a centralised platform that tracks customer interactions, sales activities, and marketing engagement. It serves as the single source of truth for pipeline and relationship data.
In B2B operations, CRM systems like Salesforce or HubSpot connect marketing and sales workflows, ensuring visibility into every stage of the funnel.
Maintaining CRM hygiene means keeping data accurate, processes consistent, and workflows efficient so the platform remains a dependable source of truth. When managed well, it improves forecasting accuracy and visibility across the pipeline, allowing teams to make better, faster decisions. Strong CRM discipline also supports long-term growth by enabling scalable campaigns and tighter collaboration between marketing and sales.
