A CRM documents the activities and history of a company.

How do you know what to do next if you don't know what was done previously. Memory is not really a good option. Documenting calls, meetings etc. prepares you with the details and actions needed for the follow-ups.

Attention to detail is important. Most sales are a process with many moving parts, numerous individuals involved and multiple calls and meetings. Documenting customer feedback, requirements, objections and the competition are important factors in the sales process - and are all needed to close sales.

All of these should be documented, organized, and easily accessible - not left to scattered emails, random notes and memory.

A CRM also documents reasons why sales are missed. By documenting these, a company can evaluate shortcomings or missteps - evaluate them- then make the necessary adjustments to succeed with future sales and products.