• Grasp the fundamentals and purpose of CRM in sales and marketing.

• Differentiate between operational, analytical, and collaborative CRM within sales and marketing contexts.

• Manage customer data effectively, ensuring accuracy, compliance, and usability.

• Apply CRM to enhance sales lead generation, pipeline management, and performance tracking.

• Leverage CRM for targeted marketing campaigns, segmentation, and campaign analytics.

• Utilize Next Best Action (NBA) frameworks to drive personalized sales and marketing engagement.

• Develop a CRM strategy aligned with organizational goals, incorporating change management and governance principles

Upon completion of this programme, participants will be able to:

• CRM Literacy: Explain the purpose, types, and components of CRM systems in a business context.

• CRM Data Management Proficiency: Import, clean, and maintain customer data while ensuring compliance with data privacy regulations such as PDPA.

• Sales Enablement: Apply CRM to manage leads, opportunities, and sales pipelines, and interpret sales KPIs to improve team performance.

• Marketing Optimization: Design and execute CRM-driven marketing campaigns with measurable outcomes and strategic targeting.

• NBA Execution: Implement Next Best Action strategies to personalize customer interactions and improve conversion rates.

MODULE 1: CRM FUNDAMENTALS FOR BUSINESS

• What is CRM? Definition and Historical Evolution

• Types of CRM: Operational, Analytical and Collaborative CRM

• Overview of CRM Tools and Platforms

• Role of CRM in Sales and Marketing Functions

• Key Pillars of CRM Success

• Mini Assessment & Wrap-Up

MODULE 2: CUSTOMER DATA MANAGEMENT ESSENTIALS

• Importing, Cleaning, and Maintaining CRM Data

• Differentiating New Potential Customer vs Existing Customer 

• Building a Customer 360 Profile: Unified Customer View

• Demo: Navigating Customer Dashboards and 360 Views

• Data Privacy and Compliance (e.g. PDPA)

• Learning activity: Customer 360 Puzzle - Assemble fragmented customer data into a unified profile and present insights.

• Mini Assessment and Wrap-up

MODULE 3: CRM APPLICATIONS IN SALES MANAGEMENT

• Lead Generation and Qualification Processes

• Managing Opportunities and Sales Pipelines

• Integrating CRM with Sales Process

• Enhancing Sales Productivity and Team Collaboration

• Tracking Sales KPIs and Performance Metrics

• Demo: Navigating Sales Management Features & Dashboards

• Mini Assessment & Wrap-Up

MODULE 4: CRM APPLICATIONS IN MARKETING MANAGEMENT

• Customer Segmentation and Targeting Strategies

• Creating and Distributing Marketing Campaigns

• Improving Campaign Productivity and Team Collaboration

• Integrating Campaigns with Sales Opportunities

• Measuring Marketing KPIs

• Demo: Navigating Marketing Features & Campaign Dashboards

• Learning activity: Campaign critique circle - Review and critique real or fictional CRM-driven campaigns in small groups.

• Mini Assessment & Wrap-Up

MODULE 5: NEXT BEST ACTION (NBA) IN SALES AND MARKETING

• Introduction to NBA: Concept and Benefits

• Generating and Executing NBA Recommendations

• NBA Use Cases for Sales and Marketing

• Enhancing NBA Collaboration with CRM Process

• Learning activity: NBA Scenario Workshop - Given customer profiles, teams recommend NBA actions and justify their choices.

• Mini Assessment & Wrap-Up

MODULE 6: CRM STRATEGY AND GOVERNANCE

• Developing a CRM Strategy Aligned with Business Goals

• Managing Organizational Change for CRM Adoption

• Establishing CRM Governance and Best Practices

• Mini Assessment & Wrap-Up 

WRAP-UP AND CONCLUSION 

• Reflection on key takeaways and learning outcomes

• Q&A session and feedback collection