// Sales
CRM
Also known as Customer Relationship Management
Customer Relationship Management, the system of record for accounts, contacts, opportunities and activities.
In depth
CRM is both the software category (Salesforce, HubSpot, Pipedrive, Attio, Copper) and the discipline. It's the source of truth for pipeline, forecast, comp and territory. A CRM's value is bounded by the quality of the data reps put in, which is why every RevOps team spends most of its time on hygiene, not features.
Related terms
Salesforce
The dominant enterprise CRM platform, founded 1999. The default system of record above ~$50M ARR.
HubSpot
The SMB and mid-market CRM incumbent, built around an inbound marketing philosophy and a multi-Hub product suite.
RevOps
Revenue Operations, the function unifying sales, marketing and CS ops around one pipeline and system of record.
Opportunity
A qualified potential deal in the CRM, has a name, amount, close date, stage and owner.