Ever since its paper-based ancestor was introduced in 1958 (remember Rolodex?), customer relationship management (CRM) tools have evolved into indispensable software programs for sales and service professionals.

Consider features like “nurture campaign mapping,” which aids salespeople in pursuing and tracking leads.

CRMs help companies strategize and better plan, track and manage customer interactions in order to win or boost business, while at the same time keeping current customers happy and loyal. But not every company maximizes its use of CRM technology. What’s more, some are unfamiliar with the full capabilities of the software or understands all of the ways it ...