This document discusses building a strong CRM process for a sales organization. It emphasizes designing a process informed by data, enforcing the process, and repeating. The core components of the process design are pre-contact, contacted, be-back, and post-sale. Best practices are outlined for each component, such as dedicated staff for pre-contact leads, manager monitoring, and long-term relationship building for post-sale. The goal is establishing a formula for process success with defined contact, appointment, and close ratios.