Campaign

In CRM, a Campaign is a coordinated set of marketing or sales activities targeting a defined audience with a specific goal — such as generating inbound leads, re-engaging dormant accounts, or driving attendance at an event. CRM-based campaign management links marketing execution to sales outcomes: when a prospect responds to a campaign and becomes a lead, the CRM captures the source, enabling revenue teams to calculate actual pipeline and closed revenue attributable to each campaign. This attribution is the foundation of marketing ROI measurement. For B2B teams running account-based strategies, campaign records in CRM also track which target accounts were engaged and through which channels.