Every call is a sales call.
Every contact is a sales opportunity. A few regular customers can generate more revenue than hundreds of occasional customers, so these customers deserve special attention. In many companies, however, tech-support calls never become sales opportunities, and calls from important customers can sit in a queue behind calls for free mouse pads. Marketing often doesn't know how many sales resulted from a campaign, and tech support doesn't know that a good customer missed a firmware upgrade. CRM's goal is to create a synergy among sales, marketing, and customer-service activities within an organization in order to obtain and retain customers.