Are you a marketer with a love of data? Do you enjoy building meaningful relationships with customers? CRM Managers are one of the top jobs in today's market. Get an inside look at the responsibilities, skills, and experience CRM Managers need to stand out.
What is a CRM Manager?
CRM stands for Customer Relationship Management. CRM often falls under the marketing umbrella as it focuses on client interactions and developing relationships with current and future customers. CRM Managers must collaborate with other departments such as sales, marketing, and tech to develop successful strategies. Responsibilities include analyzing data to find ways to engage and retain current customers and attract new ones.
What skills to CRM Managers need?
CRM Managers work across platforms and must be comfortable using tools like Salesforce (ExactTarget)*, Marketo, Sailthru, Iterable, and Hubspot (the exact tools will vary from organization to organization). CRM Managers must be extremely organized and have a strong attention to detail as they're tracking and managing customer interactions throughout the entire consumer journey. The goal of a CRM Manager is to create meaningful connections with consumers. This is done by personalizing and optimizing marketing strategies.
What experience do CRM Managers need?
Having e-commerce platform experience or a background in digital marketing is useful here. At the entry/associate level, it’s ideal to get more of a broader scope of experience within e-commerce and build up to CRM. As CRM Managers are expected to know the customers' needs, some experience in Customer Service is a plus. They must also be able to interpret data and make informed decisions so being comfortable with tools like Excel is important.
What are hiring managers looking for in CRM talent?
If you want to stand out as a CRM Manager, hiring managers want to see numbers. They look for retention marketing strategies such as loyalty programs (what was implemented and more importantly, what were the results/ROI of the % increases for traffic or sales on the site) and customer re-engagement campaigns for lapsed customers (strategy to bring back customers). They also look for email captures for new customers and retention of current customer base and customer site experience (how the site is interacting with customers to return to the site and drive sales). Keywords to add to your CRM resume should be "loyalty, data and results driven, strategic, highly analytical, Google Analytics, and understanding of retail point of sale."
How to succeed as a CRM Manager:
Remember to ask questions at all stages of your career. CRM is a growing and changing field which makes it a bit of a moving target. Being strategic but also flexible to change is critical. What works today may not work again tomorrow. Looking to become a CRM Manager?