What is CRM?
Customer relationship management (CRM) software stores and organizes records of customers and prospects, their interactions and their deals.
Why does CRM matter for marketers?
The CRM is the shared record that sales, marketing and service teams work from, and increasingly the data that AI agents act on.
Where does CRM stand today?
CRM vendors are adding AI agents: Salesforce (Agentforce) and HubSpot both launched agents in 2026.
Common use cases
- Tracking leads, contacts and deals
- Feeding marketing automation and reporting
- Providing data to AI agents
Customer relationship management (CRM) software stores and organizes records of customers and prospects, their interactions and their deals.