Activity

In CRM, an Activity is any recorded interaction or task associated with an account, contact, lead, or opportunity — including calls, emails, meetings, demos, and notes. Activity logging is how sales and service teams build a complete, searchable interaction history. Without it, institutional knowledge lives in inboxes and individual memory, making it impossible to hand off accounts cleanly, coach reps effectively, or understand what level of engagement is actually happening with a customer. CRM systems often surface activity data in coaching dashboards, where managers can see which reps are falling below engagement norms before deals slip.