CRM is a form of relationship strategy that increases the positive relationships with interacted customers, indentifies customers, and creates customer knowledge (Richards and Jones, 2008). CRM strategy is considered an important strategy since it allows a firm to understand customer needs and improves quality and efficiency, cost reduction, enterprise agility, and customer attentions. These advantages increase customer satisfaction and loyalty and ultimately bring about the sustainable relationship and firm performance. In this study, CRM effectiveness refers to the accomplishment of sustainable relationship improvement processes. According to the literature, this study hypothesizes that CRM effectiveness positively affects marketing performance, both customer and organization perspectives.