In today’s volatile economy—marked by uncertainty, shifting tariffs and cautious investment—sales has become a critical steering function, including in logistics. Companies that can integrate customer, pipeline and operational data in a well-maintained CRM gain a clear advantage: they spot revenue risks early, prevent churn, and focus resources where they matter most. The article contrasts “hunting” CRMs built for lead generation with “farming” approaches that deepen existing accounts through analytics, cross- and upselling, and proactive alerts based on shipment, claims and financial signals. It highlights five practical levers—retention, cross/upsell, AI-supported lead targeting, prioritizing high-potential deals, and identifying price outliers—and argues that CRM only delivers impact when it is simple to use, mobile-first, and translates data into daily actions and management-ready KPIs.
