← Back to glossary Category: Operațional · Acronym: CRM CRM (Customer Relationship Management) Quick answer: The system managing prospect and customer relationships: leads, pipeline, communications, contract. Key takeawaysTraditional CRM (Salesforce, HubSpot) — focused on selling, distant from executionOperational B2B CRM (Azuvio CRM) — integrated with OMS, WMS, contracts, deliverables — the seller sees in CRM promised stock, delivery status, balance, overdue invoices Definition CRM (Customer Relationship Management) is the platform centralizing the entire prospect and customer relationship: leads (source, scoring), sales pipeline (stages, probability, forecast), communications (email, phone, meetings), contract and retention. Traditional CRM vs Operational B2B CRM Traditional CRM (Salesforce, HubSpot) — focused on selling, distant from execution Operational B2B CRM (Azuvio CRM) — integrated with OMS, WMS, contracts, deliverables — the seller sees in CRM promised stock, delivery status, balance, overdue invoices Key functions Multi-source lead capture (forms, marketplace, referral) Lead scoring & automatic routing Configurable pipeline (stages, probability, weighted forecast) Activities: email tracking, call logging, calendar sync Contracts & e-signature Cross-sell / upsell based on operational data (real consumption) Frequently askedDo I need CRM if I have ERP?ERP knows the already-active customers. CRM manages prospects and the commercial pipeline — fully complementary.Is Azuvio CRM separate from OMS?No. Azuvio CRM shares the same database with OMS — the seller sees stock, orders, overdue invoices in the customer card in real time. Where Azuvio fitsSoftware CRM Related termsSFA (Sales Force Automation) — The mobile app for the field agent — planned visits, catalogue ordering, collection, daily report.ERP (Enterprise Resource Planning) — The system unifying accounting, inventory, production, payroll and sales in a single database. Last updated: 2026-07-17