CRM
Customer relationship management system. Often the source of truth for leads and conversions (and useful for “combined conversions”).
Definition
Customer relationship management system. Often the source of truth for leads and conversions (and useful for “combined conversions”).
More context
A CRM is where revenue-relevant events should live: leads, qualification states, pipeline stages, and closed outcomes. In growth work, it often becomes the most trustworthy conversion data source.
Why it matters
When analytics attribution is unreliable, CRM-based outcomes keep growth work tied to business reality.
How to use it
Make sure your key conversion definitions map cleanly to CRM fields/stages and keep data hygiene high enough for reporting.
Common pitfalls
Poor CRM hygiene (missing stages/owners), or optimizing website metrics that never show up as pipeline impact.
Related terms
- Combined Conversions — A combined view of conversions (often from your CRM) used as a reliable signal when channel-level attribution is noisy.
- Pipeline Tracking — A shared view of the sales pipeline used to analyze pipeline efficiency and connect marketing and sales performance.
- KPI Definitions — A shared set of definitions for metrics like “lead” so different teams (e.g. marketing and sales) mean the same thing when they talk about numbers.
- Blended CAC — Customer acquisition cost calculated in a blended way (not per-channel attribution), often used when attribution is incomplete.