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Isn’t CRM just a shared address book?

No.  A CRM may be used as a shared address book initially, but a good CRM is much more than that.

The power comes in the analytics and reporting. Once you’ve developed practices that include a CRM like you can begin to measure (and improve) performance by such as:

• was a marketing campaign worth the cost? (how many leads did it generate? cost per lead? how means leads are now accounts?)
• how many leads did an event generate?
• which customers require the most support?
• how many customers have been recycled? or not contacted recently?

As your business grows, a CRM can also report on the performance of employees in your sales force and customer support reps.

There’s a genuine competitive advantage in using a CRM.