Glossary/Brand & Performance Marketing/Customer Relationship Management (CRM)
Brand & Performance Marketing
Customer Relationship Management (CRM)
Systems for managing customer interactions and data, such as HubSpot and Salesforce.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Customer relationship management (CRM) refers to the systems and practices businesses use to manage interactions and data about customers and prospects. Platforms such as Salesforce and HubSpot store contacts, deals, communications and activity history. A CRM aligns sales, marketing and service teams, enabling segmentation, pipeline tracking, personalization and revenue reporting.