A CRM helps a company manage contacts, companies, leads and deals. That is valuable, but it is not the full customer journey. After a deal is won, the business still needs to send proposals, issue invoices, collect payments, deliver projects, manage support requests, collect forms, schedule meetings and provide customer access.
When CRM is disconnected from these operational workflows, teams lose context. Sales may know the opportunity, support may know the complaint, accounts may know the invoice and operations may know the project. The customer experiences the business as one company.