April 29, 2024
Updated April 3, 2025
13 minute read
CRM Manager: Steering Customer Relationships in the Digital Age
A Customer Relationship Management (CRM) Manager plays a pivotal role in how organizations interact with their customers. At its core, this position involves overseeing the strategies, technologies, and processes used to manage and analyze customer interactions and data throughout the customer lifecycle. The goal is simple yet profound: improve business relationships with customers, assist in customer retention, and drive sales growth.
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Find a path to becoming a CRM Manager. Learn more at:
OpenCourser.com/career/ynwqoz/crm
Reading list
We've selected some books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
CRM Manager.
This is the fifth edition of the highly-regarded textbook by Buttle and Maklan, offering updated content on CRM concepts, applications, and technologies. It's essential for advanced students and professionals seeking a thorough understanding of contemporary CRM, including CX, CE, and CJM.
Offers a comprehensive overview of CRM concepts and technologies from a managerial perspective. It covers strategic, operational, and analytical CRM, making it suitable for gaining a broad understanding. It is frequently used as a textbook in academic settings. The latest edition includes updated case studies and covers emerging trends like big data, AI, and chatbots.
Deep dive into marketing automation, covering advanced strategies and techniques. It is written by Jason Davis, a leading expert in marketing automation.
Dives into the contemporary topic of Customer Data Platforms (CDPs) and their role in transforming marketing engagement. It's highly relevant for understanding how to collect, organize, and utilize customer data effectively in today's data-driven CRM landscape.
Focusing on the critical aspect of customer success in the subscription economy, this book is highly relevant to contemporary CRM. It provides insights into reducing churn and driving revenue growth by ensuring customers achieve their desired outcomes.
Comprehensive guide to marketing automation for lead generation. It covers everything from the basics to advanced strategies.
Comprehensive guide to marketing automation for SaaS companies. It covers everything from the basics to advanced strategies.
Comprehensive guide to marketing automation for e-commerce companies. It covers everything from the basics to advanced strategies.
An excellent starting point for anyone new to CRM, this book explains the fundamentals of CRM and its importance across various business functions. It helps in understanding how to identify the right CRM system and implement it effectively. is particularly useful for beginners and small business leaders.
Offers a strategic approach to customer management by integrating relationship marketing principles with CRM. It provides a roadmap for developing a CRM strategy and discusses implementation issues. It is suitable for those looking to understand the broader strategic context of CRM.
Addresses the common challenges and pitfalls in CRM implementation and usage. It offers practical examples and strategies to ensure successful CRM adoption and leverage customer insights. It is valuable for both beginners and those with some CRM experience.
Presents a strategic framework for managing customer relationships and enhancing customer experience. It aligns with the relationship marketing aspect of CRM and is valuable for understanding how to build lasting customer loyalty.
Focuses on building a customer-centric strategy, a key outcome of effective CRM. It emphasizes the importance of customer lifetime value (CLV) and provides a framework for implementation. It's relevant for understanding the strategic impact of CRM.
Provides a comprehensive overview of Salesforce Sales Cloud and covers all the features and functionality that a Salesforce Sales Cloud user needs to know. It is written by an experienced Salesforce Sales Cloud user and includes real-world examples and case studies.
Provides a practical guide to mapping the customer journey, with step-by-step instructions and examples. It valuable resource for marketers and customer experience professionals.
For those looking to deepen their understanding of the analytical side of CRM, this book provides a detailed look at data mining techniques used for customer segmentation, targeting, and analysis. It's a useful reference for leveraging customer data effectively.
Provides a practical guide to customer journey orchestration. It valuable resource for businesses that want to deliver seamless customer experiences across all channels.
Written by a CRM veteran, this book offers practical strategies for modern CRM. It provides a comprehensive overview and is suitable for gaining a solid understanding of how to approach CRM effectively in today's business environment.
Focuses on leveraging technology, including CRM and relationship technologies, to accelerate customer relationships. It discusses using customer information and marketing process techniques for gaining an advantage and emphasizes the shift towards Relationship Technology.
For those interested in the analytical depth of CRM, this book explores how predictive analytics can be used to enhance CRM effectiveness. It's suitable for a more advanced audience looking to leverage data science in CRM.
Covers all aspects of lead generation, from creating content to nurturing leads. It's a great resource for anyone who wants to improve their lead generation strategies.
Provides a comprehensive overview of the customer journey, with a focus on the role of marketing. It valuable resource for marketers and customer-centric professionals.
Explores the importance of creating effortless customer experiences. It must-read for businesses that want to reduce customer effort and increase loyalty.
Seminal work in relationship marketing and connects it to CRM. It offers a broad perspective on managing relationships with customers and other stakeholders in a network economy. It's valuable for understanding the theoretical underpinnings of relationship-focused CRM.
Provides a step-by-step framework for building a predictable sales pipeline. It's a great resource for anyone who wants to improve their lead generation and qualification.
This guide focuses on the application of CRM in a social media context for small businesses. It provides strategies for building customer loyalty and expanding the customer base through social CRM. It's a practical guide for a specific CRM application area.
Explores the shift from a goods-based economy to an experience-based economy. It provides insights into how businesses can create memorable and engaging customer experiences.
Provides a comprehensive overview of integration patterns and best practices for Salesforce. It covers a wide range of topics, including data integration, process integration, and security. This book valuable resource for architects and developers who need to integrate Salesforce with other systems or build scalable and secure Salesforce integrations.
Great resource for beginners who are looking to learn how to use Salesforce. It provides a step-by-step guide to the Salesforce platform and covers all the basic tasks that a Salesforce user needs to know.
Provides a comprehensive overview of how Salesforce can be used by nonprofit organizations. It covers all the features and functionality that Salesforce offers for nonprofits and includes real-world examples and case studies.
While not strictly a CRM book, this classic offers timeless principles on building relationships and influencing people, which are fundamental to successful CRM. It provides valuable insights into understanding and interacting effectively with customers.
Provides a step-by-step guide to creating a customer-focused business. It is essential reading for businesses that want to improve customer satisfaction and profitability.
Content marketing great way to attract and convert leads. covers all aspects of content marketing, from creating content to promoting it.
While focused on a specific CRM platform (Salesforce), this handbook valuable resource for understanding the practical administration and utilization of a widely used CRM system. It's particularly relevant for those working with or planning to work with Salesforce.
Similar to the Salesforce handbook, this book focuses on leveraging the HubSpot platform for marketing and sales, which are integral to CRM. It's useful for understanding how a specific popular CRM and marketing automation tool is used in practice.
Provides a strategic overview of sales management. It's a great resource for anyone who wants to improve their sales management skills.
Is written specifically for sales professionals who sell complex products and services. It's a great resource for anyone who wants to improve their sales skills for complex products and services.
Is written for sales professionals who sell complex products and services. It's a great resource for anyone who wants to improve their sales skills for complex products and services.
Provides a step-by-step framework for selling complex products and services. It's a great resource for anyone who wants to improve their sales skills.
Provides a step-by-step framework for building a sales machine. It's a great resource for anyone who wants to improve their sales.
Is written for sales professionals who sell to large companies. It's a great resource for anyone who wants to improve their sales skills for large companies.
For more information about how these books relate to this course, visit:
OpenCourser.com/career/ynwqoz/crm
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