A customer relationship management (CRM) system is a piece of marketing technology used to manage, analyse and quickly respond to interactions with current or future clients or customers.

With a good-quality CRM system in place, you can easily keep all the information about every party that your business is interacting with up-to-date and accessible by everyone within your team. CRM systems also allow you to solve specific problems within the customer or client relationship cycle, focus on customer retention, and drive sales growth.

Back in 2015, we published a round-up of the five biggest benefits of CRM systems which highlights the many advantages of using a CRM system in your business. We wanted to return to that subject and give it a refresh for 2018, but focusing specifically on a more recent innovation in the martech landscape: cloud-based CRM systems.

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