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Salesforce CRM Fundamentals: Customer Relationships and Business Growth

By William Turner Lead Management

About Course

This course provides a practical introduction to Customer Relationship Management (CRM) using Salesforce. It explains CRM first as a business strategy and process for managing customer relationships, then shows how Salesforce supports that strategy through a centralized, cloud-based platform.


Learners are introduced to the Salesforce ecosystem, interface, data model, and key standard objects such as Leads, Accounts, Contacts, Opportunities, Cases, Campaigns, Tasks, and Events. The course also covers essential CRM operations including lead management and conversion, opportunity and pipeline management, customer service, activities, reports, dashboards, sales forecasting, marketing engagement, and Customer 360.


Beyond day-to-day usage, the course introduces Salesforce automation, data management, integration, security, customization, analytics, Tableau, AI-enabled CRM, KPIs, data governance, user roles, and CRM implementation strategy. The emphasis throughout is on using Salesforce to support business objectives, improve customer visibility, increase operational efficiency, and enable informed decision-making.

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What Will You Learn?

  • Explain the purpose of CRM and the role Salesforce plays in supporting customer relationship management.
  • Navigate the Salesforce interface and identify key components such as apps, list views, record pages, related lists, and utility tools.
  • Understand the Salesforce data model, including objects, records, fields, and relationships.
  • Distinguish between major Salesforce standard objects such as Leads, Accounts, Contacts, Opportunities, Cases, Campaigns, Tasks, and Events.
  • Manage the Lead lifecycle from capture and qualification through assignment, follow-up, and conversion.
  • Understand Opportunity stages, sales processes, pipeline management, expected revenue, and forecasting.
  • Record and manage customer activities including tasks, calls, emails, meetings, and follow-ups.
  • Build and interpret Salesforce reports and dashboards for operational and management insight.
  • Understand Case management and the customer service lifecycle.
  • Explain Customer 360 and how sales, service, marketing, commerce, customer data, and analytics can work from a shared customer record.
  • Understand how Salesforce automation can support notifications, record assignment, field updates, and approvals.

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