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Leads arrive from your site, an import, an integration or someone typing them in.
CRM guide · Updated 5 November 2026
What is CRM software, and how does a CRM work?
CRM (customer relationship management) software is a shared record of the people you sell to and every conversation with them. It stores leads, contacts and deals, shows each deal's stage on a pipeline, reminds you what to do next and reports on what is likely to close, so no lead depends on someone's memory or inbox.
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Capabilities
Everything CRM ships with.
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Lead management
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Pipelines & deals
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Stage automations
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Sequences
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Scoring & forecasts
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Quotes, meetings & API
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What does a CRM actually store?
Three kinds of record do most of the work. A lead is someone who might buy but hasn't been qualified yet. A contact is a person you know, with their details and history. A deal is a specific opportunity, with a value, a stage and an expected close date.
Around those records sit activities: calls, emails, meetings, notes and tasks. Together they answer the questions a sales team asks every day: who is this, what did we last say, and what happens next?
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How does a lead become a customer in a CRM?
Qualify
You decide whether the lead is worth pursuing, often helped by a lead score.
Work the deal
A qualified lead becomes a deal that moves stage by stage across the pipeline.
Win or lose
Closing it as won or lost, with a reason, feeds the reports and forecast.
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Which CRM features matter most for a small team?
A visual pipeline
Deals as cards you drag between stages, so the whole team sees the same picture.
Easy lead capture
CSV import and an API, so leads land in the CRM without retyping.
Follow-up help
Tasks, reminders and sequences that stop leads going quiet.
Lead scoring
Points for the signals that matter to you, so the best leads get called first.
Reports
Win rate, conversion by source and a forecast you can act on.
Fair pricing
Free-plan limits and how the price grows as you add people and records.
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When do you need a CRM instead of a spreadsheet?
A spreadsheet works for a handful of leads and one person. It breaks when two people update the same row, when follow-ups depend on someone remembering, or when you need to know which source brings deals that close.
The usual signs are leads that never got a reply, deals nobody touched for weeks, and a monthly scramble to work out the forecast. A CRM fixes these by giving every record an owner, a history and a next step.
FAQ
CRM software: common questions
Customer relationship management: the practice of tracking your relationships with leads and customers, and the software that does it.
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CRM features for this
Lead Management
Lead management software: capture leads by CSV, API or by hand, dedupe on email, phone or your id, assign owners, qualify and convert leads into deals.
Sales Pipeline
Sales pipeline software with drag-and-drop boards, several pipelines, stage win probabilities, rotting deal alerts and automations on every stage change.
Deal Tracking
Track deals with values, currencies, close dates, products and discounts. Send PDF quotes with a web link, flag rotting deals and log every activity.
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