A CRM (customer relationship management) database is the collection of all the data that you gather from your customers to use it with your CRM system. It includes information such as contact’s name, email address, the date when you last talked and what you talked about, lead scores, lead sources, how much customers spent, and any other further information.
With the help of this data, your CRM can attract more customers, carry out marketing campaigns, and generate sales. We can say that CRM serves as an engine for sales, marketing, and customer service, and the CRM database is the fuel that makes it work.