CRM

This section defines how the Marketing team leverages the CRM as the central system of record for managing leads, opportunities, and customer data. It outlines standards for data hygiene, segmentation, and enrichment to ensure accuracy and consistency across all campaigns. It captures best practices for tracking marketing-sourced and influenced pipeline, managing workflows for lead scoring and routing, and integrating CRM data with automation platforms for seamless execution. The section also highlights reporting frameworks, dashboards, and attribution models that provide visibility into performance and ROI. By maintaining a disciplined approach to CRM usage, the Marketing team ensures alignment with Sales and CSM, drives accountability for results, and enables scalable, data-driven growth.