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Capability Library


Customer relationship management (CRM)

Customer relationship management (CRM)

Related Terms:

Customer relationship management (CRM) is the process of managing and maintaining relationships with existing customers. The process involves collecting and analyzing data on customer behavior and preferences, using this information to tailor the customer experience, and providing ongoing support to ensure customer satisfaction.

Beginner competence definition

In our professional experience, beginner-level individuals should be able to understand the basics of CRM and the importance of building and maintaining relationships with customers. They can use basic CRM tools and techniques to manage customer data and communicate with customers. At this level, a salesperson should be able to identify opportunities for cross-selling or upselling to existing customers.

Intermediate competence definition

Intermediate salespeople can develop and implement a CRM strategy that aligns with the business’s overall goals. They can use advanced data analysis techniques to identify trends and patterns in customer behavior and use this information to personalize the customer experience. At this level, a salesperson should be able to anticipate and address potential issues before they arise, and proactively engage with customers to ensure their ongoing satisfaction.

Advanced competence definition

Advanced-level individuals can lead the development of a customer-centric culture across the entire business. They can develop and implement CRM programs that are tailored to the specific needs and preferences of individual customers. At this level, a salesperson can use advanced data analysis techniques to predict customer behavior and identify opportunities for growth. They are also able to coach and mentor other members of the sales team in effective CRM techniques.


Sales presentation and negotiation skills


Sales training and coaching

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