CDP and CRM: A Side-by-SideComparison Chart

Customer Relationship Management Software (CRM)

Customer Data Platform (CDP)

Purpose of System

Used to build, track, and improve customer relationships and to optimize business processes

Used to unify customer data collected from multiple internal and external sources into one central source of customer truth

Primary users

Primarily used by sales teams to collect, track, and manage customer and prospect details throughout the sales process

Primarily used by marketing teams to develop customer models, optimized and personalized multichannel campaigns, etc.; used by business leaders to gather business intelligence andin-depth customer analysis

Channel Capability

Internal channels only, such as marketing and sales department or automation tools

Internal and external channels,including second- and third-party sources

Forecasting Analyzes and forecasts sales pipeline

May include predictive & other customer modeling to forecast customer behaviors (buyer intent, customer churn)

Automation Automates marketing tasks such as emails, etc.

Automates integration, persona segmentation, data enrichment and exposes it to all systems to reduce processing costs and allow easy access across departments

Analytics Customer analytics, business processes

Customer analytics, business intelligence, business processes, behavioral data analysis

IntegrationsUses integrations with marketing automation tools to record marketing activities

Integrates with multiple internal and external data sources to create a 360-degree view of customers; this includes interactions, purchase history, sales and service, product usage, and competitive information

Ongoing relationshipmanagement

Used for ongoing customer relationship management after the sale

Continuously maintains a real-time view of multichannel customer experience; offers a more sophisticated way of tracking relationships based on business ownership, reporting hierarchies, membership and roles within a buying team, and individual personas

Data Management

Contains some functionality to streamline data collection

Collects, consolidates, cleans, and enriches customer data in real-time

Customer relationship management (CRM) software and a customer data platform (CDP) are different types of software that can help you get a 360-degree view of your customers and build strong relationships with them. Here’s a look at how the two compare.

Leadspace: The CDP Enhanced with AIWhen you’re ready for a best-in-class CDP, Leadspace is the answer. Leadspace CDP combines Data Management with AI to give Sales and Marketing the power to grow your business faster. With Leadspace, you get:

• Seamless integration with your CRM and other tools and data sources• Unrivaled B2B data coverage• Database health analytics• Real-time data enrichment• Lead-to-account matching for optimized lead routing• AI-powered ICP analytics to pinpoint your Ideal Customer Profile• AI-powered predictive scoring • Automated persona segmentation• AI-powered lookalike modeling• Intent signals and scores

READY TO LEARN MORE?

Watch the webinar - CDP: Is it Really Your Single Source of Truth for Sales and Marketing?