CRM (Customer Relationship Management) is a piece of software that keeps track of prospects, customers, and the state of the relationship between the sales executive and the prospect and customer.
There are other relationship identifications that are also appropriate, but for the point of marketing, most CRM applications are going to be focusing on developing new business from the activity of a sales executive.

Sales is more sophisticated now that it used to be due to prospects being able to be very selective as to how they respond to sales approaches. It is deemed inappropriate in many circles to just “cold call” on prospects. So there is more emphasis on social media and more sophisticated methods where a prospect can reject your overtures more readily.
Modern marketers rely more today on “attraction marketing,” where you present enough information to entice the prospect to want to see more. So in this case demographics comes into play where you already know a lot about your prospect before you even contact him. You will almost know how he will respond, so you can tailor your approach directly to his or her set of values.
This has worked for decades, as how do you think that the major tobacco industry was able to commit people to buying, and continue to by a product that is poison, causes their death, and have the people continue to buy.
The CRM software records everything you do in regard to processing names of prospects, with the idea of transforming an uninterested person into a buyer. The CRM software records every event, every reaction, and every nuance in your relationship with a prospective customer.
These pieces of information are very important, as you will be building a relationship with this person, and you will have chances to embellish that relationship, such as remembering his or her birthday.
A good CRM system allows a great deal leeway in regard to inputting your own information, such as form letters, a variety of charts, graphs and such, which you can periodically sent to your prospects again and again over a period of years, if you wish.
marketing strategyFollowing one or two prospects is one thing but when you have several hundreds of prospects, then it becomes a matter of being organized and on point, so that your system alerts you when you are supposed to get back to a prospect, follow up with pertinent data, or any other manner of re-contacting under various conditions.
Sales executives used to have little books where they would write in appointment times and notes in your weekly sales book. Now all of that is computerized so you can speedily be reminded to take care of tasks. A sales person will probably have a tablet or an iPad to keep track of all his duties, and that is a perfect way to have such a system work for you.
CRM software is also a very good tool for setting and achieving goals that relate to income needs and company goals and is a way to keep track of how well you are doing on a day by day basis on reaching your objectives.