In most CRM systems, the term trigger designates an action that initiates subsequent actions in sales or marketing workflow. For example, when a prospective customer clicks a link inside an email, this can be a trigger for changing his status from 'cold lead' to 'warm lead'. Or when a prospective customer fills out a website form, this action can trigger a series of marketing emails. Or when a customer pays an invoice, this action can trigger a task creation for an account manager. Here are examples of real world CRM sales and marketing triggers that are most popular.
Trigger based marketing software allows companies to significantly save on labor costs, avoid human errors and improve customer experience. The term 'event based marketing' is closely related.