The Local Marketing Stack

CRM

Zone 5 • Difficulty: • Sugg. D.I.Y. Monthly Budget: $10+

CRM stands for Customer Relationship Management. R is the most important letter of the acronym: Relationship.

A giant data collector
The intent behind CRM software is to give you actionable insight around which marketing activities to perform based on the status of your relationship with a given customer.  The best CRM software is a giant data collector of every interaction a customer has with your business, allowing you to build a complete profile of the person, and identify in which stage of the sales funnel (or sales pretzel, if you prefer) they are.

The more you know
Armed with that knowledge, you can better segment your customer base, close more business (including upsells and cross-sells), encourage more referrals, and attract future customers that closely resemble your existing ones.

Sometimes integrated with marketing automation software
CRM software is often sold as part-and-parcel of marketing automation, but there are plenty of valuable, low-cost CRM solutions in the market that do not include an automation component, which tends to increase cost and complexity.

See where CRM fits into the overall stack in:


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