It is possible to create a custom CRM very easily with Airtable, by creating a customer database, linked to other product databases for example, and using the built-in automations.
Any project can be structured in Airtable, which then serves as an ultra-customizable and automatable project management tool.
Airtable can be used as a backoffice for an e-commerce site, managing orders, products and customers within a workspace.
Managing your marketing activities with Airtable is very simple: content management, editorial planning, brand assets, everything is centralized.