âThe purpose of business is to create and keep a customer.â â Peter Drucker I am taking a âdetourâ in this newsletter to talk about a vital part of a speaking business. If you have a speaking business or have ever thought about starting a speaking business, this newsletter is for you. Do you know what the letters âCRMâ stands for? CRM stands for customer relationship management. If you have a speaking business, you have a myriad of leads, contacts and opportunities in which to keep track. Managing these with pencil and paper, spreadsheets, and/or through a myriad of unintegrated tools on your phone, tablet, or computer is a nightmare! Enter the CRM tool.