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Data and profile
CRM
Customer Relationship Management
A CRM maintains the operational record of known customers, accounts, opportunities, commercial interactions, and service activity.
- When it applies
- It applies when sales, service, or business teams need to work with identified relationships and preserve a shared operational history.
- What it is confused with
- It does not replace a CDP. The CRM organizes known relationships; the CDP combines signals from several sources into activatable profiles and audiences.
- Architecture consequence
- The architecture should declare which attributes are authoritative in the CRM and which are computed elsewhere before they are synchronized.