Salespeople work hard to obtain information about their customers. And then this information is strewn across their desk—their call software contains call logs, spreadsheets contain pipeline data, sticky notes have crucial information scribbled on them, and their calendar (digital or physical) keeps track of their calls and appointments. So when salespeople have to retrace their relationships with customers, or even if they need a quick update on a lead, they have to tread through multiple sources to piece together information. In a time-sensitive job like sales, this approach isn’t just infeasible, it’s unsustainable as well.

A CRM system brings all this information into one cohesive unit. The customer’s complete history with your business exists alongside a list of your deals; your emails, notes, and appointments live in one interface. Add to this the fact that you can get real-time notifications when your customers perform a significant activity—like when they visit your Pricing page or click on a link in your email. We’re talking about a goldmine of information available in one system, under one roof.

CRM is therefore the one-stop shop for your sales teams. It can be the difference between winning a deal and losing it. It can also be your gateway to increased sales productivity, healthier pipelines and better coordination between (and beyond) teams. But at its core, CRM software helps you build lasting relationships with your customers.