A CRM database is a digital storage space for all of your customer data. This includes contact data for your leads and customers, behavioral data about how they’ve interacted with your brand, and information about their history with your products or services. A customer profile in your CRM might include details about when and where communication first happened, whether there have been any service issues, how long it took to convert them, and so on.
You can use the data from your CRM database in a number of ways. For example, you might implement a smart lead scoring model to help your reps target the most high-intent leads. Or, you can develop a marketing campaign to improve brand awareness or retarget past buyers. You can also track your lead generation channels and get a better overview of your complete sales funnel.