A CRM can play a critical role in an effective MarTech stack by enabling businesses to leverage customer data such as purchase history, interests, and behaviors to create more personalized and targeted marketing campaigns. This data can be used to create more effective marketing messages, optimize ad spend, and improve customer lifetime value. Additionally, a CRM can be used to track and measure the performance of marketing campaigns, providing insights into what’s working and what isn’t. This information can then be used to optimize future marketing efforts.