Campaign

• CRM campaigns are initiatives and activities managed through a CRM solution seeking to develop relationships with leads or customers

Lead

• In most CRM systems, the term lead is used to describe an individual who might become your customer, but currently isn't. To put it simply, a 'lead' is your potential customer. Naturally, you would like to collect and manage as much actionable information about your leads as possible, which is what CRM systems are for.

Opportunities

• Once there is a budget and a timeline, there must be both, a lead becomes an opportunity. It signals the beginning of your sales process with a potential or existing client.

Forecast

• CRM is the dominant system for storing sales information generally and also sales forecasts. CRM forecasts have been massively overstated in terms of their effectiveness.