01

What belongs in the CRM

The CRM should help commercial and service teams understand the relationship: acquisition source, communication, application progress, client segment, assigned owner, and next action.

  • Leads and acquisition context
  • Client profile and communication
  • Affiliate or partner relationships
02

What belongs in the back office

The back office supports the internal decisions and records that keep accounts usable and controlled.

  • Account state and permissions
  • Review and approval queues
  • Transaction and document context
03

Why the connection matters

A client does not experience the CRM and back office as separate systems. They experience one journey. Connecting the two reduces repeated questions, missing context, and handoffs without ownership.