Contact Relationship Management

Customer Relationship Management (CRM) is the practice of managing and analyzing customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships with customers and driving sales growth. It is a strategy used by businesses to track and manage interactions with current and potential customers.

CRM systems are designed to store and organize customer data, such as contact information, purchase history, and communication history, in a central location. This data can be used to segment customers, personalize communication and tailor marketing efforts.

CRM systems typically include several key features, such as:

  • Contact management: A central location to store and manage customer contact information, such as names, addresses, and phone numbers.
  • Sales management: Tools to track and manage sales leads, deals, and customer interactions.
  • Marketing automation: Tools to automate and personalize marketing efforts, such as email campaigns and targeted ads.
  • Customer service and support: Tools to manage customer service requests, track issues, and provide solutions.

By using CRM, companies can improve the effectiveness of their sales and marketing efforts, increase customer satisfaction, and build stronger relationships with their customers. This can lead to increased revenue, customer retention, and overall growth of the business.

Sale Funnel

A sales funnel is a marketing concept that describes the journey a customer goes through when purchasing a product or service. It typically includes several stages, such as awareness, interest, consideration, and purchase. The goal of a sales funnel is to guide potential customers through each stage of the process, ultimately leading them to make a purchase. The funnel is called a funnel because it is wide at the top, narrowing as the customer moves through the stages until they make a purchase. This concept is used to track and analyze customer behavior, and to identify areas where improvements can be made to the sales process.

Sale Flywheel

A sales flywheel is a visual representation of the customer journey, similar to a sales funnel. It is a circular model that shows how a company’s sales and marketing efforts work together to drive revenue growth.

Unlike a funnel, which is a linear model that describes a one-time purchase process, a flywheel is a continuous cycle that reflects the ongoing relationship between a business and its customers. The flywheel consists of three main stages: Attract, Engage, and Delight.

  • Attract: This stage is about bringing in new customers through various marketing and sales efforts, such as advertising, content marketing, and lead generation.
  • Engage: Once a customer is attracted, the goal is to engage them and build a relationship with them. This can include things like onboarding, customer support, and upselling.
  • Delight: The final stage is to delight the customer, by exceeding their expectations and creating a positive experience. This can include things like customer service, community building, and retention.

The idea behind a sales flywheel is that by delighting customers, they become more likely to refer new customers, thus creating a self-sustaining cycle of growth.

Sales Pipeline

A sales pipeline is a visual representation of the different stages that a potential customer goes through before making a purchase. It is a way for sales teams to track and manage their sales process, and to identify where potential deals are in the process.

A typical sales pipeline includes several stages, such as:

  • Prospecting: Identifying and qualifying potential customers.
  • Qualifying: Determining whether a potential customer is a good fit for the product or service, and whether they have the budget and authority to make a purchase.
  • Presenting: Showcasing the product or service to the potential customer and addressing their needs and pain points.
  • Closing: Securing the sale and finalizing the deal.
  • Following up: Keeping in touch with the customer after the sale to ensure satisfaction and identify upsell opportunities.

Each stage of the pipeline represents a different stage of the buying process, and the goal is to move as many potential customers as possible through the pipeline and into the closing stage. Sales teams use this pipeline to track the progress of their sales, and to identify where they need to focus their efforts to close more deals.


Segmentation is the process of dividing a larger market into smaller groups of consumers with similar needs or characteristics. The goal of segmentation is to identify high yield segments – that is, those segments that are likely to be the most profitable or that have growth potential – and then target these segments in order to develop and implement effective marketing strategies. There are several types of market segmentation, including:
  • Demographic segmentation: dividing the market into groups based on characteristics such as age, gender, income, education, and occupation.
  • Geographic segmentation: dividing the market into different geographical units such as regions, countries, and cities.
  • Psychographic segmentation: dividing the market into groups based on personality, values, attitudes, and lifestyle.
  • Behavioral segmentation: dividing the market into groups based on consumer knowledge, attitudes, use, or response to a product.
  • Firmographic segmentation: dividing the market into groups based on company characteristics such as industry, size, and revenue.
  • Technographic segmentation: dividing the market into groups based on the technology products and services they use.
Marketers use segmentation to identify high-potential segments and develop specific products or marketing mix for each segment. Segmentation can also help companies identify and target new market opportunities, increase customer satisfaction and retention, and drive sales growth.

Target Audience

A target audience is the specific group of people that a company wants to reach with its marketing efforts. These are the people who are most likely to be interested in the products or services offered by the company, and are the ones who will benefit most from them. The target audience is determined by various factors such as demographics, psychographics, behaviors and interests, and location. Demographic factors include age, gender, income, education level, and occupation. Psychographics include personality traits, values, attitudes, and lifestyle. Behaviors and interests include consumer habits, hobbies, and media consumption. Location can refer to geographic location, the physical place where the target audience can be found. Once a company has identified its target audience, it can tailor its marketing efforts to appeal to that specific group. This can include things like creating targeted ads, developing specific content, and choosing the right channels to reach that audience. By focusing on a specific target audience, a company can ensure that its marketing efforts are more effective and efficient.

Other Terms

  • Branding: The process of creating a unique name, design, and image for a product or company in the minds of consumers.
  • Marketing mix: The combination of elements that a company uses to market its product or service, including product, price, place, promotion, people, process, and physical evidence.
  • ROI (Return on Investment): The amount of money a company makes in relation to the amount of money it spends on marketing efforts.
  • KPI (Key Performance Indicator): Metrics used to measure the success of a marketing campaign, such as website traffic or conversion rate.
  • SEO (Search Engine Optimization): The process of optimizing a website to rank higher in search engine results pages (SERPs).
  • PPC (Pay-Per-Click): A form of online advertising in which companies pay a fee each time one of their ads is clicked.
  • A/B testing: A method of comparing two versions of a website or ad to see which performs better.
  • Influencer marketing: A form of marketing in which brands partner with individuals who have a large following on social media to promote their products or services.