Customer Relationship Marketing (CRM) is a business process in which client relationships, customer loyalty and brand value are built through marketing strategies and activities. CRM allows businesses to develop long-term relationships with established and new customers while helping streamline corporate performance.
Job Industry: CRM & Email
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CRM is the process of developing marketing strategies using insight gained from CRM systems. These systems will show businesses exactly how customers interact with them—for instance, it could show certain people may subscribe to their email list, whilst others encounter their brand through social media.
The role of a CRM Manager is to draw upon this data and use it to segment audiences so that they can tailor their marketing to audience preferences. This automation can be vital in forming and maintaining long term customer relationships. By segmenting an audience, email marketing can be used to effectively reach customers at different points in the buying cycle and tailoring content in a way that will be of must use to them at each stage.
Career progression for those in CRM roles varies depending on the speciality of the candidate. Graduates can begin in entry-level junior roles, before moving into mid-level manager positions. After gaining enough experience, CRM Managers can eventually take up Senior Manager and CRM Director roles.
| CRM Executive | £25,000 - £30,000 |
| Senior CRM Executive | £30,000 - £35,000 |
| CRM Manager | £35,000 - £50,000 |
| Senior CRM Manager | £50,000 - £65,000 |
| Head of CRM | £65,000+ |
| Director of CRM | £90,000+ |
Being in the top tier of talent requires significant experience and expertise, making the hiring process extremely competitive. However, as more businesses realise how advantageous CRM systems can be, and the development of relationship marketing through email campaigns and automation mean the demand for CRM Specialists has grown hugely in recent times.
CRM became the largest software market in 2017, and was the fastest growing in 2018, meaning the need for CRM experts is growing. Everything in CRM is moving to the cloud, allowing clients easier, remote access to more bespoke systems at a fraction of the cost. In order to get ahead, future candidates should therefore focus on improving their knowledge of cloud-based CRM platforms, such as Oracle and SAP. Multi-channel and direct marketing campaigns have both become more prevalent in recent years, changing how businesses market to the public.
These changes regarding the development of channels that can now be used to communicate with customers mean it is imperative CRM Specialists keep up-to-date with such changes.
CRM skills will be in high demand this year due to a shortage of CRM Specialists, leading to higher salaries going to those with CRM expertise. With more companies harnessing the power of big data and analytics to turn CRM into a fully-realised marketing tool, the demand for skilled CRM Specialists is on the rise.
Employers will want to know that a candidate can not only think, but do. Roles typically require someone who is technically minded and can also communicate their ideas effectively. They should have the ability to manage and analyse large amounts of consumer data, as well as successfully manage budgets. No industry certification is required, but past experience is absolutely vital. Employers will, therefore, enquire into whether prospective employees have previously worked in a similar capacity to the role, and if so, how well it went.
Your CV will almost certainly require a detailed history of CRM implementations and resolutions, so you will need to demonstrate a solid understanding of CRM techniques and principles. Proving you have experience using different CRM systems (such as Salesforce, Adobe and Mailchimp) is vital. Furthermore, you will need to demonstrate key metrics from past campaigns, such as email open rates or social media engagement, customer retention rates and revenue generated. Finally, you should have good knowledge of complex database materials and the ability to simplify them for the understanding of others.
Employers are likely to ask you about the types of CRM systems you have used in previous roles to gain an understanding of your level of expertise. Answering these kinds of questions not only gives them an insight into your skill set but also displays your personal skills, how well you can communicate with others and explain complex ideas. They will also likely ask applicants about their knowledge of the company, whether you know about the systems they already have in place and how well you would fit within the team you would work with.
The educational requirements for CRM jobs can vary from role to role. CRM Specialists usually have marketing related degrees, but past experience in a similar position is typically more important than the candidate’s educational background.
"If you are looking for an exciting career in the CRM & Email Marketing field, ensure that your CV includes all of your key metrics. Employers want to see your conversion rates and understand the types of campaigns you have worked on. "
— Murrie Christie, Senior Principal Consultant
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