In today’s article of the Playmarketing blog we talk about Lead Management and CRM (Customer Relationship Management), drawing a difference between these two activities, that a lot of people think are the same,  feature to secure companies data and help in customer management, but let’s find out more thanks to the support of an article published on

The difference between Lead Management and CRM

As mentioned earlier, both focus on business customer management – but they have different goals. The softwares that deals with CRM and Lead Management are able to store customer data (as well as other information regarding their interactions with the company) and contact them at the right time, inviting them to purchase and , therefore, converting. The CRM is the software that you are using while the Lead Management is the process that you create inside your company to decide which steps you will need to do to transform a lead into a customer. Let’s go deeper inside their meanings.

What is lead management?

Lead Management is the process that allows new company contacts (leads) to go through a sales process. Once a contact has been established between the company and the lead, the latter is analyzed and entrusted to a seller (or a sales office) who will try to “nourish” the relationship and make it progress. Lead Management is comparable to the journey a lead takes to become a customer.

A Lead Management system helps those who work in the sales department of a company to better understand leads, giving them a priority that will be used to conclude the sale. Here, more specifically, what a Lead Management software is for:

  • Manage leads that come from multiple directions;
  • Evaluate leads (assigning priorities);
  • Assign leads to the most suitable salesperson or team;
  • Always be informed about the lead’s progress;
  • Contact and be contacted easily;
  • “Feed” the lead;
  • Convert, finalizing a sale.

Thanks to these activities, it becomes easier for companies to select qualified leads and create a relationship with them aimed at increasing the volume of sales. This step is very important – especially when it comes to customer loyalty.

What is CRM?

CRM (acronym for Customer Relationship Management) is the next step in the sales process. The purpose of CRM is to maintain contact with the customer: thanks to targeted marketing operations, you must try to attract them again, hoping that they are once again interested in the products / services offered by the company.

A CRM software is able to:

  • Maintaining contact with customers through repeated long-term activities;
  • Create a link between company and customers and ensure continuous service.
  • CRM software allows the company that uses it not to lose contact with customers. A “continuous” communication allows the brand to remain relevant to customers, who will decide to buy again.

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