Nowadays, it is very important for all companies to retain their customers in the increasingly competitive market and turn them into loyal customers. Therefore, many companies are using CRM systems to manage customer data, track sales processes and optimize deal conversion. This article will show how an operational CRM system can revolutionize a company's sales department, its customer retention and collaboration strategies. Operational CRM provides accurate measurements and data on achieving specific sales goals and achieving company profits, and automates the sales process, which reduces human labor in the company, which allows the company to invest in other areas. Thus, this article will show that an operational CRM system is an integral part of all modern company sales departments.