Introduction
All the CRM principles and practices apply to B2B, but even more so with a degree of escalation in the importance of managing the sales process for two primary reasons:
• Customers have all the transaction invoices linked to them to give a complete sales history.
• The company is dealing directly with the primary customer who is purchasing the product or service.
We can place this in the context of the CRM framework.
At the topline, CRM is a strategic approach to the management of a company’s interaction with current and potential customers.
The CRM software system is the primary tool that enables a company to accomplish this with contact management, sales management, and more. It facilitates an organization’s relationship ...
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