Tier 2 · Should know

CRM (Customer Relationship Management)

In one line

The system of record for customer relationships, pipeline, and account data — and the data foundation for AI-enabled account management.

Fuller explanation

CRM holds the relationship and pipeline data. For a Head of Accounts it's not just a tool, it's the data foundation: clean, captured, multi-threaded CRM data is what makes AI next-best-action, forecasting, and risk detection work at the team level. Darren ran Ford of Canada's CRM business, which is a credible proof point here.

Interview phrase

"AI in account management is only as good as the CRM hygiene underneath it — the data foundation comes first."