A CRM (customer relationship management) system is the central database where a B2B team stores contacts, deals, communication history, and pipeline stages. Modern CRMs add automations, lead scoring, and AI-assisted follow-ups. OMB Cloud treats CRM as the source of truth for every customer interaction — emails, calls, contracts, invoices all reference back to the contact record.
Related: pipeline, lead scoring, MEDDIC, lead nurturing.