Issue link: https://iconnect007.uberflip.com/i/1537616
58 PCB007 MAGAZINE I JULY 2025 I've been in this business for over 40 years, and I've seen companies spend hundreds of thousands of dollars on equip- ment, expand factories, rebrand multiple times, and hire consul- tants until the parking lot is full. But when it comes time to invest in something that will actually grow revenue—like using a cus- tomer relationship management (CRM) system—they suddenly get frugal. In today's competitive sales environment, if you still think a CRM system is a "nice-to-have" or just a fancy piece of software for big companies with bean- bag chairs and kombucha taps, Companies With a CRM Are Serious About Sales you're already behind. Com- panies with a real CRM sys- tem—from the No. 1-rated Sales- force down to Zoho—are seri- ous about sales. (No, an Excel spreadsheet does not count.) A well-chosen and properly utilized CRM keeps customers returning, brings in new ones, and makes your salespeople accountable. That's real return on investment. What is a CRM Anyway? At its core, it's just a system— a tool—to help you track every interaction you've had, are hav- ing, or should be having with your customers and prospects. It is a database, to-do list, and calendar. It's your follow-up conscience—your sales team's external brain. It's the one place where, if used properly, all the moving parts of your sales engine come together in sync. In short, it's how grown-up companies manage relationships. Now, if you're one of those guys still saying, "But Dan, my guys know all their accounts," let me ask you a question: What happens if one of your top sales- people leaves tomorrow? Do you have a record of every quote, email thread, or follow- up date? Do you have all current customers' and prospects' con- tact names, titles, and pricing