Pain point
The customer's words, not your paraphrase
A Pain point captures a specific problem, frustration, or unmet need that a prospect or customer voiced during a call. Unlike a general note or a feature request, it records the underlying problem (not the proposed solution) and ties it to the account and deal so it can be weighed during qualification and prioritized across accounts. It is the raw evidence a rep uses to justify fit, urgency, and value.