A Customer Relationship Manager (CRM) is a type of software tool that companies use to manage and analyze customer interactions throughout the customer buying cycle, with the goal of improving business relationships with customers. A sales CRM takes this to the next level by driving sales related activities and keeping the sales team accountable to a defined sales process.

I often ask business owners and managers if they are happy with their current team. The most popular answer is, “Sure…” That word is said without confidence or conviction, which indicates that I need to dig a little deeper. So, I use my standard follow-up: “Rank your team from best to worst — don’t overthink, just off the top of your head.”