CRM Terms Non-tech Users Should Know

The CRM realm and tech in general are filled with tons of acroyns and terms that most people have never heard of. Here at Super Easy CRM we use them as well and sometimes get blank stares from our audience. So, to avoid those awkward moments and help demystify some of the tech jargon, we've compiled over 100 terms you'll often hear while discussing CRMs and tech in general.

CRM Terms

CRM

Customer Relationship Management. This software archetype is general centered around managing contacts, leads, and everything associated with them.

ERP

Enterprise Resource Planning. Think of ERP as a super system that combines finance, HR, supply chain, and sometimes CRM too. It's big-picture software for running core parts of your business.

Contact

A person or company saved in your CRM. They might be a lead, a customer, or just someone you want to keep tabs on.

Lead

Someone who's shown interest in your product or service but hasn't bought yet. CRMs help track and follow up with them.

Opportunity

A qualified lead that you're actively trying to close into a deal. Opportunities live in your pipeline.

Pipeline

A visual or stage-based representation of your sales process. Deals move through it as they get closer to closing.

Deal

Another name for an opportunity. Some CRMs say "deal", others say "opportunity". Same thing, different label.

Stage

Where a deal sits in your pipeline. Common stages include "New Lead", "Qualified", "Proposal Sent", and "Won".

Activity

Any interaction with a contact: calls, emails, meetings, or tasks. Keeping track of these keeps your team aligned.

Custom Field

A data field you create to store info unique to your business. For example, a dog groomer might add a field for breed.

Tag

A simple label you can apply to contacts or deals to group or filter them. Like hashtags for your CRM.

Automation

Rules or workflows that make things happen without you lifting a finger. Automate follow-ups, tasks, or emails.

Segmentation

Breaking your contacts into smaller groups based on things like location, behavior, or status. Helps with targeted outreach.

Lead Scoring

A way to rate leads based on how likely they are to convert. High scores = hot leads.

Workflow

A sequence of actions your CRM takes automatically. Like: if lead opens email → create follow-up task → notify rep.

Form

A web-based way to capture lead info straight into your CRM. Super useful for websites and landing pages.

Custom Object

A data structure you build inside your CRM to track something specific to your business. For example, "Vehicles" or "Properties". Popular in Salesforce and SuiteCRM when standard modules aren't enough.

Picklist

A dropdown field that lets you choose from a list of options. Great for things like status, priority, or region.

Checkbox

A true/false field. Think "Is Active?" or "Do Not Contact". Super handy for filtering and quick segmentation.

Lookup Field

A field that links one record to another, like connecting a contact to an account or a deal to a product.

Relational Field

Any field that connects data across modules or tables. Think "one-to-many", "many-to-one", or "many-to-many" relationships. CRMs like Salesforce and SuiteCRM use these to keep your data connected and organized.

Dependent Field

A field that shows or hides based on another field's value. For example, showing "State" only after someone picks "United States" in a Country picklist.

Formula Field

A calculated field that updates based on other field values. For example, a field that totals quantity × price or combines first and last name.

Text Block

A field that lets you enter long-form text or notes. Perfect for descriptions, call summaries, or any info that doesn't fit neatly in a dropdown.

Dynamic Dropdown

A dropdown menu that changes its options based on another field's value. For example, choosing "Vehicle Type" could change what options show up under "Model".

HTML Field

A special field that supports rich text formatting and HTML code. Useful for embedding links, styling content, or creating email templates right inside the record.

Tech Terms You'll Hear Around CRM

SQL

Short for Structured Query Language. It’s how CRMs talk to their databases behind the scenes. Whether you're filtering leads or building reports, SQL is often doing the work.

MySQL

A fast and widely-used open-source database engine. Many cloud CRMs run on MySQL because it's efficient, flexible, and developer-friendly.

PostgreSQL

A robust open-source database that handles large-scale applications and complex queries. If your CRM does anything advanced with analytics, Postgres might be behind it.

Microsoft SQL Server

A database platform commonly used in corporate environments. If your CRM is hosted on Windows or used in-house, this is a name you’ll hear often.

On-Premise CRM

When your CRM is hosted on your own servers instead of in the cloud. These database terms show up a lot more in that setup. Here’s a plain-English breakdown on how it compares to a cloud-based CRM.

Cache

A temporary storage space used by browsers and apps to load things faster. In CRMs, it can help speed up your experience, but sometimes causes display issues. That’s why clearing your cache is one of the first things to try when something feels off.

Cookies

Small text files saved by your browser. They remember things like logins, settings, and preferences. If your CRM won’t stay logged in or keeps resetting, cookies might be involved.

API

Short for Application Programming Interface. It lets your CRM talk to other software , like your email platform, billing system, or helpdesk. Most modern CRMs come with built-in APIs to make integrations easy.

Webhook

A webhook sends live updates from one app to another. If someone fills out a form or books a meeting, your CRM can instantly react thanks to a webhook.

Encryption

A method for scrambling data so it stays private. CRMs use encryption when storing customer info and when sending it across the internet. It’s a critical part of keeping your business secure.

Marketing CRM Terms

Marketing Automation

Tools or workflows that send emails, tag leads, or assign tasks based on behavior, like opening an email or visiting a page. Great for saving time and staying consistent.

Email Campaign

A set of emails sent to a specific segment or list. Usually includes a series like welcome emails, product updates, or re-engagement nudges.

Drip Campaign

A type of email marketing where messages are spaced out over time. It "drips" content to a lead or customer based on timing or action.

Landing Page

A web page designed to capture lead information. Often paired with an offer, like an ebook or free trial, and integrated with your CRM.

Lead Magnet

Something valuable you give away in exchange for contact info. Think cheat sheets, checklists, webinars, or free tools, anything that hooks the visitor.

CTA (Call to Action)

A button or link that encourages a user to take the next step, like "Schedule a Demo", "Download Now", or "Start Free Trial". It connects your content to your CRM funnel.

Open Rate

The percentage of people who opened your email. Low open rates? Time to check your subject line or sender reputation.

Click Rate

The percentage of recipients who clicked a link in your email. Good click rates usually mean your content matched what your audience expected.

Bounce Rate (Email)

The percentage of emails that couldn't be delivered. High bounce rates hurt your deliverability. Clean lists = healthier campaigns.

UTM Parameters

Little tags you add to URLs so tools like Google Analytics can track which campaigns are working. Most CRMs can capture these on forms.

Campaign

In CRMs, a campaign is usually a container for all your outreach efforts around a single goal, like promoting a new product or hosting a webinar.

Lead Nurturing

The process of building relationships with leads by offering helpful content, timely follow-ups, and personalized messages until they're ready to buy.

Personalization Token

A placeholder that pulls in contact-specific data, like "Hi {{FirstName}}". Most CRM email tools support these to boost engagement.

Email Deliverability

How likely your emails are to make it to the inbox (and not the spam folder). It depends on your domain health, content, and sender reputation.

Churn

The percentage of customers or subscribers who stop engaging or cancel their service over a set period. High churn means it might be time to revisit your onboarding, support, or email frequency.

A/B Testing

A method of comparing two versions of a marketing element, like subject lines, CTAs, or landing pages, to see which performs better. CRMs often support split testing right inside campaign builders.

Customer Journey

The path a lead or customer takes from first contact to becoming a loyal buyer. Mapping this out in your CRM helps with personalization and automation.

MQL (Marketing Qualified Lead)

A lead who's shown enough interest, like clicking emails or downloading guides, to be considered ready for sales outreach. Usually defined by scoring rules in your CRM.

SQL (Sales Qualified Lead)

Not to be confused with Structured Query Language (SQL). An SQL in marketing/sales terms is a lead that sales has accepted and is actively working. They've passed the marketing filters and now need follow-up, demos, or proposals.

Single Sign-On (SSO)

A login system that lets users access multiple apps with one set of credentials. It makes logging into your CRM faster and helps IT keep access secure across platforms.

Two-Factor Authentication (2FA)

An extra layer of login security. It requires something you know (like a password) and something you have (like a phone code) before you can log into the CRM.

REST API

A type of API that uses standard web protocols. If your CRM offers a REST API, it means developers can connect and pull data using simple web calls , no special tools needed.

JSON

Short for JavaScript Object Notation. It's the format most CRMs use when sending and receiving data via APIs. Think of it as a universal language between software systems.

OAuth

A secure way to let apps talk to each other without sharing passwords. Many CRMs use OAuth to allow logins through Google, Microsoft, or Slack.

Sandbox

A safe testing environment. It lets you try changes, new workflows, or API calls without touching live CRM data. Helpful for devs and admins.

Rate Limiting

A limit on how many API requests you can send in a certain time window. Most CRMs do this to prevent abuse or accidental system overloads.

CDN (Content Delivery Network)

A network of servers that deliver web content quickly to users all over the world. CRMs use CDNs to make their UI feel fast no matter where you are.

SSL Certificate

A digital certificate that makes sure data passed between your browser and the CRM is encrypted. If your CRM says HTTPS in the URL, it's using SSL.

User Access and Analytics Terms

User Role

Defines what someone can or can't do inside the CRM. Admins might have access to everything, while sales reps only see their own leads. Roles help control visibility and prevent mistakes.

Permission Set

A more granular way to control what users can do. It builds on roles by allowing or denying access to specific fields, modules, or functions without changing someone's whole profile.

Audit Log

A history of actions taken in the system, like who edited a record or deleted a contact. Useful for tracking down issues, ensuring accountability, and meeting compliance requirements.

Dashboard

A visual hub of charts, graphs, and summaries. Dashboards give you at-a-glance insights into performance, activity, or KPIs based on real CRM data.

Report

A custom view or export of CRM data, like "leads created last month" or "deals by rep". Most CRMs let you filter, sort, and schedule reports.

KPI (Key Performance Indicator)

Metrics that matter most to your business goals. Think conversion rate, deal velocity, or revenue per lead. CRMs help track these in real time.

Customer Support and Service Terms

Ticket

A record of a customer issue, question, or request. Tickets help support teams track and manage incoming problems in an organized way.

SLA (Service Level Agreement)

A commitment to respond or resolve issues within a set timeframe. CRMs often include SLA timers or alerts to help teams stay compliant and hit service goals.

Escalation

The process of bumping a ticket up to a manager or higher-tier support rep. Usually happens when something is urgent, overdue, or complex.

Knowledge Base

A self-serve library of help articles, FAQs, and tutorials. CRMs with built-in knowledge bases reduce ticket volume and empower users to solve common problems on their own.

First Response Time

How long it takes for a support agent to reply to a new ticket. Lower response times usually mean better customer satisfaction.

Resolution Time

The total time it takes to fully solve an issue, from when the ticket is opened to when it's marked closed. A good CRM helps teams measure and improve this.

Frequently Asked Questions

What is the difference between a CRM and an ERP?

A CRM focuses on managing relationships with leads and customers. An ERP manages your entire business, including finance, HR, supply chain, and sometimes CRM too.

How do I know which CRM terms actually matter for my team?

Focus on terms tied to your daily use — if you're in sales, look for pipeline, stages, and lead scoring. If you're in marketing, you'll care more about automation, forms, and segmentation.

What CRM platform is best for small businesses?

There’s no universal answer, but platforms like Super Easy CRM, HubSpot, and Zoho are often good picks. Each balances usability and automation features with cost.

Why does clearing my cache sometimes fix CRM bugs?

Your browser saves temporary files to help sites load faster. But outdated cache can conflict with updates. Clearing it forces a fresh version to load, which solves many visual or login issues.

What's the easiest way to clean up bad CRM data?

Use a free tool like JetPurge. It handles email validation, duplicates, and field cleanup without needing to install software.

What's the difference between a lead and a contact?

A lead is someone new to your system, often not qualified yet. A contact is usually someone further along in your funnel or already engaged.

How do APIs help in CRM?

APIs let your CRM connect to other tools like email marketing platforms, invoicing software, or scheduling apps. They open up automation and reporting options without manual work.

One Last Thing Before You Go...

If you’ve made it this far, you’re already ahead of most people when it comes to understanding how CRMs work under the hood. Whether you're in sales, marketing, or operations, knowing the right terms can make your day-to-day easier. It also helps a lot when you're explaining issues, setting up automations, or just trying to make your CRM work better.

But even the best CRM gets frustrating when the data inside it is a mess. Typos, duplicates, weird formatting... it all piles up over time. That’s why I built JetPurge. It’s a free tool that helps you clean up CRM data without needing to install anything or pay a dime. Upload your contacts and it will handle things like email validation, deduping, and standardizing names or formatting. Quick and easy.

If you're working on a CRM project and need help, whether it's a cleanup job, automation buildout, or system migration, feel free to reach out on LinkedIn. I help teams get the most out of their CRM without overcomplicating things.

And if you found this glossary helpful, share it with someone on your team or bookmark it for the next time you're stuck in a CRM meeting wondering what a field label actually means.

Matt Irving is the CEO of Super Easy Tech, LLC.

Matt is the CEO of Super Easy Tech and creator of Super Easy CRM. He is a passionate software engineer, tech blogger, and gamer. Feel free to connect on any of the platforms listed below.