CRM experts – who are they?

CRM experts, CRM consultants, CRM specialists or CRM architects are the Subject Matter Experts. Whatever you prefer to call them, they probably play one of the most vital roles for modern sales companies. After all, companies choosing to invest in setting a Customer Relationship Management would naturally need access to someone who knows the CRM’s logic – in order to set the best strategic approach enabling the most benefit out of the software solution. 


As experienced professionals, CRM experts support organisations as the architects of the project. CRM consultants not only make sure the software is being used to its full potential for the company’s benefit – but can suggest organisational adjustments to enable better processes and a more effective management. By doing so, they empower salespeople to get the most out of the CRM too. 


One thing has to be said: CRM specialists can’t know everything. They are not the holy grail keepers. Their potential value to an organisation is not the complete knowledge of the CRM in question, but their ability – as CRM architects – to develop a potential solution over time, like a compass charting the way through challenges!

You can see some specialists more specifically involved within the technical side of the software – offering effective value by implementing specific tools within a designed logic and framework. They are the Certified Solution Providers. On the other hand, some consultants are business-focused – helping organisations design the whole approach of their customer relationship. The latter may be the guiding force for organisations to decide how they want to improve their method of creating, developing and nurturing relationships. The balance between these two roles is what makes CRM experts often work side by side: CRM architects and Certified Solution Providers.

Understanding CSPs

Largely operation-focused, CSPs deep-dive into CRM software to ensure a full implementation of every element, from setup to usability. Often this plays out as streamlining projects, which assess how the tool is going to be used and create suggestions for improvements. 


Think of it like designing a house. You wouldn’t give all the credit so just the bricklayer, the architect or the interior decorator. Instead it’s a combination of those that design the house and those that build it. All together, they create a better balanced output . And in the same way, CRM experts and Certified Solution Providers work together to ensure a great outcome.


Let’s put this into a realistic context. On a project basis, CRM experts and CSPs generally support a business via many essential duties, including:


  • Being the go-to expert across departments for CRM design
  • Deploying the CRM implementation project for reliability and accuracy
  • Supporting and interpreting CRM needs
  • Ensuring the information gathered supports the company’s processes 
  • Enabling understanding and improving usability
  • Support Reporting and Forecasting design to provide optimal data aggregation in support of the management’s decision making processes. 


Clearly, each of these tasks will lean on elements of both job’s specialities – requiring information sharing and collaboration to be set at the correct priority. After all, it’s only by working together effectively that they can ensure a successful CRM implementation for businesses!


Want to discover more about what Certified Solution Providers do? Discover our deep dive here.

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