This research aims to explore the role of relational capabilities and e-CRM in improving marketing performance in the environmentally friendly craft industry in Central Java. This research uses a descriptive survey method with a quantitative approach. Data was collected through questionnaires distributed to MSMEs involved in natural material crafts in Klaten, Jepara, Boyolali, Temanggung and Wonosobo Regencies. Analysis was carried out using descriptive statistics and simple regression to measure the influence of relational capabilities and e-CRM on marketing performance. Hypothesis test results show that relational capabilities and e-CRM have a significant effect on marketing performance. Therefore, the null hypothesis (H0) is rejected, confirming the alternative hypothesis (H1) that relational capabilities and e-CRM have a significant effect on marketing performance. Effective relationship management and use of e-CRM technology can improve marketing performance in the eco-friendly crafts industry. This research emphasizes the importance of relational and technological strategies in dealing with market dynamics and strengthening the competitive position of the creative industry. Increasing resource competency, network access and technology-based innovation are expected to support the sustainability and growth of this industry.