CRM has become what it should have been all along, a customer intelligence, acquisition and engagement model, fueled by relevant individual data for lead and sales progression. By product, channel and campaign, a marketing and sales funnel process is modified for creating new customers and optimizing revenue. Marketing must integrate CRM at the point of campaign development and deployment. Prospect and lead generation is then optimized by a systematic application of communication, definition and qualification with only the most appropriate lead prospects reaching sales. Our experience with Salesforce CRM, contact and campaign management platforms supports the process.