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A Customer Centric CRM Strategy: The Single Source of Truth


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Fun Fact: 73% of customers say customer experience is an important factor they consider as they make purchasing decisions.

It is therefore important for teams across marketing, sales and customer support to have access to all the information regarding a prospect. This is where a customer centric CRM strategy: The Single Source of Truth (SSOT) plays a major role.

The SSOT refers to pooling business data from all teams, including marketing, customer support, and sales teams, into one CRM tool. This way, the tool can serve as an SSOT that everyone can access, which helps with streamlining conversations.

A well-implemented customer relationship management strategy can help you in multiple ways - streamlining communication, personalizing interaction with prospects, coordinating different teams, and more.


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