It refers to an instruction for the user to perform a particular action. It usually takes the form of a linked button on a web page or email that carries out the next step in the sales funnel. It is an instruction for the user to perform a specific action that brings them one step closer to the purchase decision.
Some examples of calls to action: "buy now", "visit us", "call now", "click here", etcetera. Calls to action are useful to increase the effectiveness of advertising.
The Sales Glossary is a compendium of all the most commonly used terminology in sales strategy. Many of the concepts listed here are used when implementing a CRM system or a digital sales funnel, no matter if they are legacy systems or an online CRM. See also our blog that deals with sales techniques, marketing and sales culture.