Customer Engagement & Dynamics CRM Forum

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  • 1.  Role Creation Assistance

    Posted Apr 08, 2022 01:00 PM
    Hi everyone!

    I'm not sure if this is the appropriate place to ask for guidance but, I've been tasked with creating a job title that clearly and accurately reflects the position's experience level and scope of responsibility. When researching CRM related titles most fall into the technical/IT bucket while this role falls within the Marketing group and supports both Marketing and Sales users. There are no other positions within the organization that are similar to compare against which makes this a bit more difficult. I've included the role description below in hope that someone will review and offer some insight or first hand knowledge of job titles that would match.

    Role Summary

    This role will require a mix of strategic, technical, and interpersonal skills and will work closely with leadership across multiple departments with the primary focus of this role to proactively manage the successful rollout of CRM within the Sales organization with effective training, and accurate and reliable data. This position will require strong project and change management skills, clear and persuasive communication, and experience collaborating across multiple firm departments.

    They will work closely with leadership across multiple departments to ensure various stakeholder groups' requirements are met and to identify opportunities to continuously improve and scale the platform.


    • Develops and guides the CRM roadmap for the sales organization and champions the continuous evolution of CRM capabilities.
    • Develops and implements systems related training programs to ensure users are up to date with new functionality, system updates, and enhancements.
    • Maintains system training documentation to ensure an updated and organized library of training materials for sales employees to access when necessary.
    • Onboards new sales employees in CRM to ensure a foundational level of understanding and utilization.
    • Works extensively with business end-users to identify and formally gather and document business requirements for existing and new business application initiatives.
    • Collaborates with the internal system developers to define and administer user acceptance testing (UAT) for system upgrades and enhancements.
    • Utilizes knowledge of sales processes, technology, and CRM systems to serve as the primary point of contact for CRM-related issues, observations and inquiries while providing technical support to sales users and collaborating with IT when necessary.
    • Ensures data integrity in CRM by overseeing record creation, clean-up efforts, and maintenance performed by global data stewards.
    • Performs imports and exports of data from the application as needed.
    • Develops and maintains an internal CRM communications plan
    • Functions as a liaison between information systems groups, and other departments as needed.
    • Keeps abreast of the latest technologies, version updates, enhancements, and analyzes the effect on sales users and processes, and recommends updates to enhance the current system to increase efficiency and usability.
    • Participates in training and other learning opportunities to expand knowledge of CRM and related tools.
    • Monitors system usage and acceptance and creates business solutions to respond to identified needs

    Essential Skills

    The ideal candidate will have exceptional time management, and organizational skills along with an outstanding working knowledge of change management. An analytically minded, and agile team-oriented individual with an eye for detail who possesses the critical combination of system expertise with an ability to see the larger picture. Outstanding problem-solving skills, proactivity, and excellent presentation skills combined with the ability to create and provide training while increasing end-user efficiency.

    • Demonstrated experience in managing " upward" among senior leadership
    • Exceptional interpersonal skills, a collaborative nature, and awareness of self and others
    • Experience working with and presenting to senior leaders
    • Demonstrated success in promoting and communicating the strategic and tactical benefits and value of adopting a new technology
    • Excellent analytical, organizational and time management skills
    • Demonstrated success in coaching/mentoring
    • Excellent written and verbal communications skills
    • Strategic thinking and problem-solving skills, as well as exceptional attention to detail
    • Proven ability to handle multiple tasks, concurrent projects and competing priorities
    • A strong sense of accountability and ability to take ownership of projects and tasks
    • A proactive, solutions-oriented approach to work, projects, and interactions
    • Ability to travel occasionally as needed



    • Works under very limited supervision as an independent contributor
    • Ability to work independently and as a team member
    • Demonstrated analytical skills and comfort with data, metrics, and statistical methods
    • Capacity to take initiative, meet projected deadlines and work under frequently changing priorities
    • Ability to handle confidential information
    • Ability to lead and collaborate inside and outside of Marketing Department on team projects
    • Bachelor's degree, preferably in Business, Marketing, or Information Technology; or equivalent combination of other education and work experience
    • 5+ years of experience within one or more CRM's
    • Experience with business requirements gathering, implementation, and training
    • Strong analytical abilities, specifically related to understanding large data sets and managing process requirements
    • Ability to summarize complex and technical information in a clear and concise format
    • Ability to work well in a fast-paced environment and manage multiple projects

    Amy Paré-Loiselle
    Global CRM Administrator

  • 2.  RE: Role Creation Assistance

    Posted Apr 11, 2022 03:56 AM

    Hi Amy
    Sounds very similar to my current role, D365 Business Analyst whereby I'm recommending D365 solutions to meet specific business needs and then deailing with the gathering/scoring requirements, co-ordination of technical build work, testing, SOP writing (overlaid with process) and then implementation through training and change management etc.  My other thought was an internal Functional Consultant i.e. your'e selling the system to the internal user base and selling the wider functionality.  My only other observation is do you need to make more reference to the Marketing product - do you need system knowledge of this as well as CRM and are you wanting/needing your Sales and Marketing team to be able to map customer journeys, from campaign to order conversion - that might need a bit more elaboration

    Hope helpful and good luck with your search


    Sophie Marsh
    Campden BRI
    Chipping Campden

  • 3.  RE: Role Creation Assistance

    Posted Apr 11, 2022 08:29 AM
    Thank you, Sophie! A few other titles that have been suggested are CRM Program Manager and Senior CRM Specialist. Your feedback has been helpful in that internal functional consultant hasn't been thought of - this role will serve as "the face" of CRM within the Sales and Marketing teams in addition to gathering feedback, and making recommendations for enhancements and improvements based on that feedback. They will also implement those improvements through training and keep users engaged as well as troubleshoot blocking issues and providing day to day user support.

    It's been difficult since the role will be responsible for a lot of the end user facing aspects, data integrity, training facilitation and documentation, etc. but will depend on an internal IT team to do the technical work behind the scenes.

    Amy Paré-Loiselle
    Global CRM Administrator, Marketing & Sales
    A.W. Chesterton Company

  • 4.  RE: Role Creation Assistance

    Posted Apr 14, 2022 01:54 AM
    I feel that CRM Program Manager or CRM Product Manager are great titles.

    John Steele

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