A CRM system is a business philosophy that is specially designed for enhancing organizational revenue and profitability by attracting new customers and retaining the existing ones. This is done by enabling more efficient business operations, utilizing the resources and technologies effectively, and enhancing the customer experience level and loyalty. There are some companies that provide both customer relationship management and marketing automation services.
While some CRMs do not focus too heavily on marketing automation, this is a crucial part of your relations with clients as many times it is the initial communications that you will develop with them.
So let's take it chronologically. Are you taking advantage of your CRM's web-to-lead capture? Do you have to manually enter leads instead of having them flow into your system automatically? Why is this feature such a crucial part of your marketing/sales process anyhow?
They oversee the progress and success of the individuals in their sales teams; they focus on their own monthly, quarterly, and yearly goals; they report their findings to upper management, and so on.
For smaller companies, in addition to all the above, they must play the role of system admin to their sales software, which is usually a CRM.
If you haven't already, make sure you take advantage of your system's web-to-lead capture. This can result in hours per week saved, which adds up to days per quarter saved.