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What is a CRM ?

What is a CRM?



Managing relationships with customers and prospects is essential for any company seeking to grow and remain competitive. CRM, a tool that enables a company to manage interactions with existing customers, becomes even more effective when combined with a Pre-CRM tool, or PRM, which tackles prospect management from the very first interactions. This technological tandem creates a fluid path for each prospect, transforming initial contacts into customer relationships for a company. To help you understand how this tandem between PRM and CRM works, here’s an illustrative diagram:

The difference between PRM and CRM

For the rest of this article, keep in mind that a prospect and a lead are not the same thing. A lead is a prospect who has shown an initial interest in your solution or service.

Definition: What is CRM (Customer Relationship Management)?

CRM, or customer relationship management, is essential marketing strategy software for all companies wishing to optimize their interactions with current and future customers. CRM is software that encompasses the use of technologies to organize, automate and synchronize every aspect of customer interactions, including marketing, sales and customer service for a company. CRM is primarily used to improve business relationships, increase customer satisfaction and, consequently, maximize performance and revenues. This is where we’ll find many lead nurturing campaigns.

By centralizing customer data in a single software system, CRM provides a complete, up-to-date view of every customer or lead in the company, facilitating a personalized, efficient approach to communications. This CRM centralization also helps to anticipate customer needs, effectively manage leads and sales opportunities, and resolve problems quickly thanks to easy access to complete customer information.

Process automation is another key facet of CRM systems. By automating repetitive tasks such as sending marketing campaigns, updating order status and tracking customer interactions, companies can devote more time to value-added activities, while reducing human error and increasing efficiency.

Last but not least, CRM software’s integrated reporting and analysis tools provide companies with valuable insights into their performance. These tools can be used to measure and analyze sales trends, marketing campaign effectiveness and customer behavior, providing decision-makers with the information they need to adjust marketing strategies in line with observed results and objectives.

As we saw in the diagram above, CRM should not be concerned with prospecting files and leads. CRM was designed solely for leads and customers. For a well-structured and efficient customer acquisition system, it’s important to distinguish between PRM and CRM.

Why link your CRM to a PRM?

Coupling your customer relationship management (CRM) software with a prospect relationship management (PRM) system, or Pre-CRM, can offer many strategic advantages for optimizing your company’s sales management. This software combination harmonizes prospecting efforts with existing customer relationship management, creating an effective continuum in the process of converting prospects into loyal customers.

Firstly, PRM is software that focuses on the early stages of the sales cycle, i.e. identifying, qualifying and managing prospects before they become qualified leads. By integrating PRM with CRM, companies can ensure a smooth transition of data between marketing and sales teams. This integration enables better coordination and more strategic use of the information and data collected during initial contacts with prospects.

Secondly, the joint use of a PRM and a CRM offers a more complete view of the customer journey. While CRM provides details of interactions with current customers and helps maintain these relationships, PRM enriches this process by integrating data on preliminary interactions that can be crucial to understanding the needs and expectations of future customers. This extended view helps to personalize offers and target communications more precisely.

Thirdly, coupling the two systems improves the effectiveness of marketing and sales campaigns. With access to a richer, better-structured database, teams can better segment markets, adjust promotional messages based on previous feedback, and optimize conversion marketing strategies. This leads to a more judicious use of resources and a potential increase in the conversion rate from prospects to customers.

In short, integrating a PRM with a traditional CRM enhances a company’s ability to manage its sales funnel in a more integrated and efficient way, from lead generation to customer retention, guaranteeing greater ROI and sustained growth.

MirrorCRM, the PRM built to complement automation tools

MirrorCRM is the ideal pre-CRM for effectively managing initial interactions with prospects. Designed for seamless integration with your existing prospecting tools, MirrorCRM centralizes and compiles your data to automate the creation of essential tasks, boosting sales teams’ productivity. This automation not only increases the number of leads generated each month, but also improves your company’s sales velocity.

The usefulness of a CRM to centralize customer acquisition efforts is well established. However, the combined management of inbound and outbound marketing campaigns can be tricky without effective separation of the two. MirrorCRM excels at managing outbound prospecting campaigns, optimizing follow-ups and accelerating the pace of sales interactions, while traditional CRM focuses on marketing and communication actions. Our tool has been developed to be the control tower in your lead acquisition phase. Once a prospect has reached a sufficient level of maturity, he or she is automatically converted into a lead, and thus into your classic CRM.

With over a decade of prospecting experience, MirrorCRM offers a proven approach that maximizes the conversion of prospects into qualified leads. The efficiency of your sales pipeline is at the heart of its added value, enabling rigorous sales follow-up to boost your company’s overall performance.

The MirrorCRM platform considerably simplifies your prospecting processes:

  • Optimize sales velocity: MirrorCRM facilitates a continuous flow of targeted sales actions, reducing information overload and dispersion of effort.
  • Increased efficiency: With its automatic tasks, MirrorCRM frees up time for your sales reps, enabling them to concentrate on prospecting.
  • Data centralization: MirrorCRM consolidates data from various tools into a single interface, providing a clear, up-to-date view of your sales pipeline.
  • Efficient synchronization: Thanks to features like webhooks, MirrorCRM adapts effortlessly to your prospecting campaigns, organizing and managing your pipeline more efficiently.


Ultimately, MirrorCRM goes beyond the traditional concept of pre-CRM to establish itself as an essential solution for companies aiming to tangibly improve their prospecting efficiency. By simplifying operations and boosting productivity, MirrorCRM offers a crucial competitive advantage for efficiently turning prospects into leads.

Combining a CRM with a PRM represents a major step forward for companies. It enables them not only to accurately track where each prospect is in the conversion journey, but also to ensure that every interaction is optimized to drive conversion. With tools like MirrorCRM, companies have a clear overview and an integrated marketing strategy to turn the effectiveness of early interactions into tangible business success. It’s a winning marketing strategy that offers seamless follow-up from prospect to loyal customer, boosting overall company performance.

Picture of Tristan Bance
Tristan Bance

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