CRM is customer relationship management software used to store contacts, leads, deals, activities, and customer history.
It matters because more traffic is not always the answer. CRO and lead generation terms help teams improve the path from visitor to qualified opportunity, often producing more revenue from the same audience.
Example
Example: A CRM can show that a Google Ads lead became a proposal, then a customer. That closed-loop data helps improve bidding, targeting, and reporting.