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CRM Manager: Understanding the Roles and Responsibilities

CRM Managers often play an important role within an organisation, as they help utilise CRM technologies to their full potential and help ensure a seamless experience. 

Whether you are considering a career as a CRM Manager or looking to hire one, our guide will provide you with an overview of everything you need to know to get started.

What is a CRM Manager?

A CRM Manager plays an important role in shaping the CRM strategy. 

Their key responsibilities include:

  • Selecting a CRM tailored to your business needs
  • Overseeing the CRM databases
  • Strategising the company's CRM approach

In essence, they ensure seamless CRM operations within the company.

Is a CRM Manager the same as a CRM Analyst?

Not exactly. While CRM manager and analyst roles might sometimes intersect, they serve distinct purposes.

A CRM Manager oversees the management of the company's CRM system and typically reports to the marketing director or the general manager.

On the other hand, a CRM Analyst delves deep into the CRM data, extracting valuable insights. They segment and present this data in an easily understandable format. 

Typically, they report to the CRM or marketing manager if one is absent.

Why Do CRM Managers and Analysts Get Mixed Up?

The confusion stems from company size and budget constraints. 

An Analyst might be expected to juggle broader CRM strategy responsibilities in smaller businesses without funds for a dedicated CRM manager. 

Conversely, in firms with a budget for a CRM Manager but not an entire team, the Manager often assumes tasks typically reserved for an Analyst.

Key Responsibilities of a CRM Manager

While CRM Managers juggle numerous responsibilities, these are the most common:

  • Overseeing main KPIs and CRM initiatives.
  • Converting data into actionable business insights.
  • Assisting other departments in tool utilisation and data interpretation.
  • Contributing to the creativity and implementation of diverse marketing campaigns.
  • Championing customer loyalty.

Overseeing Main KPIs and CRM Initiatives

Every department has vital KPIs that need monitoring to ensure smooth operations. The CRM world is no exception. 

Routine tasks, such as database maintenance, incident resolution, and data quality improvement, fall under its purview. The CRM Manager is at the helm of these crucial areas.

Transforming Data into Actionable Business Insights

A CRM includes a wealth of information. An experienced CRM Manager takes this data and crafts it into valuable insights, aiding other departments and influencing the broader company strategy.

This brings Us to the Next Vital Role:

Assisting Other Departments with CRM Utilisation

It isn't just the CRM Manager and their team who delve deep into CRM use:

  • The marketing team leverages the CRM for campaign management
  • Sales uses it to track sales metrics
  • Customer loyalty teams rely on it for their programs

While some departments may frequently use the CRM and gain expertise, others might not.

Collaborating on Marketing and Customer Loyalty Initiatives

Every department benefits from a CRM, but marketing and loyalty teams, in particular, find it invaluable for campaigns. 

Centralising information about customers, suppliers, partners, and all stakeholders means segmentation and monitoring become more efficient. It's no surprise then that the CRM Manager often finds themselves reporting to the marketing head.

What's the Ideal Background for a CRM Manager?

While multiple educational paths can lead to this role, here are the four most common degrees:

  • Mathematics
  • Statistics
  • Economics, Marketing, or Business Administration
  • Engineering or Computer Science

However, the modern corporate landscape is evolving. Degrees gradually give way to experience and skills; the CRM sphere is no exception.

When considering a CRM Manager position, the top five sought-after skills (far outweighing specific degrees) include:

  • Hands-on experience with CRM platforms, especially the one the hiring company uses
  • An understanding of the company's operational market
  • Proficiency in data visualisation tools like Tableau, Qlikview, and PowerBI
  • Programming know-how, with an emphasis on SQL
  • Stellar communication abilities

What Does a CRM Manager Earn in the UK?

To decipher this, we've delved into job postings from 2020 for this role on leading British job platforms.

The salary of a CRM Manager in the UK can vary significantly based on:

  • The size of the employer
  • Whether the role involves team leadership or individual contribution
  • The expected years of experience
  • Sector or industry

According to EMR’s Salary & Market Trend Guide, the typical annual salary for a CRM Manager on a permanent contract in the UK falls within the range of £45,000 to £55,000 or £265 - £325 day rate for those on a contract basis.

Conclusion

EMR Recruitment understands the intricacies of today's dynamic job market, particularly the significance of roles such as the CRM Manager. 

As businesses navigate the complexities of customer relationship management, the right talent becomes indispensable. We pride ourselves on bridging the gap between top-tier talent and companies prioritising excellence. 

If you're an aspirant looking to make a mark in CRM any other field or a business searching for the perfect fit, EMR Recruitment is your trusted partner. 

Don't miss out on the exciting opportunities awaiting you—explore our latest CRM manager jobs and take the next step in your professional journey today.

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