By Martin H. Morrissette, Sirocco CMO – Book time with me
The CRM world is like a living organism, constantly evolving. And just like the landscape itself, the role of the CRM administrator has undergone a rather dramatic shift in recent years. Businesses are using CRM systems not just to keep track of contacts, but to manage every touchpoint of the customer journey. So, the days of simply setting up accounts and just keeping things running smoothly seem to be gone. Today’s CRM admins find themselves navigating a complex world of advanced features, sophisticated data management, and needing to forge strong, strategic partnerships with their sales and marketing teams. This blog post dives into the changing responsibilities of the CRM administrator and highlights the new skillsets needed to thrive in this dynamic environment.
From system setup to strategic partner
Traditionally, your CRM admins focused on system setup, user management, and ensuring smooth daily operations. These core responsibilities remain crucial for a functional CRM environment. However, the rise of sophisticated CRM features has expanded the administrator’s role into a strategic partnership with the sales and marketing teams. Now, CRM admins delve deeper into data expertise, mastering data governance and quality to ensure valuable insights can be gleaned from the system. They embrace automation to streamline workflows and improve team efficiency.
Additionally, CRM admins have become integration experts, adept at connecting the CRM with various software tools to create a unified data view. Furthermore, they develop strong analytical skills to generate reports and dashboards that inform strategic decision-making. Finally, CRM admins champion user adoption through training programs and user guides, fostering a culture of CRM utilization within the organization. With these expanded skillsets, admins transform from system managers to strategic partners, driving the success of your CRM system and ultimately, customer success.
The growing importance of CPQ (Configure, Price, Quote) solutions adds another layer of complexity for some CRM admins. Understanding how CPQ systems interact with the CRM to automate quoting, streamline sales processes, and ensure data accuracy across both platforms becomes an essential skill. While some CRM admins, particularly in smaller companies, may handle both sets of responsibilities, larger organizations often have dedicated CPQ specialists to manage the complexities of the CPQ system and ensure its integration with the CRM. Our CPQ experts can help with that part, too.
Your evolving tech stack demands adaptability
Your CRM is no longer a single-platform environment. Businesses today leverage a complex ecosystem of CRM systems (Salesforce, Dynamics 365, HubSpot, etc), CPQ solutions (Configure, Price, Quote), marketing automation platforms, business intelligence tools, and more. This interconnected tech stack offers a wealth of functionality but also presents a challenge for CRM administrators. Here at Sirocco Group, we’ve witnessed firsthand the need for admins to be adaptable and possess a strong understanding of these integrated technologies. Beyond CPQ integration, mastering API integrations becomes crucial. APIs (Application Programming Interfaces) allow seamless data exchange between various software tools, ensuring a unified data view and streamlined workflows. Skilled CRM admins can leverage these integrations to automate tasks, eliminate data silos, and empower informed decision-making across the organization. Sirocco’s team of CRM consultants can help you navigate this ever-expanding tech stack. We offer comprehensive assessments to identify your specific needs and develop a strategy to equip your CRM admins with the skills and knowledge to manage this complex ecosystem.
The benefits of a skilled CRM admin
Investing in a skilled CRM administrator is a smart move for any organization. But don’t overlook the power of nurturing your existing admins! By providing ongoing training and encouraging them to stay up to date, you can unlock a wealth of benefits from your existing processes and technologies. A skilled administrator can transform your data into actionable insights through meticulous data management, ensuring its accuracy and consistency. They’ll also become champions for user adoption, crafting user-friendly training programs that get everyone on board and maximize the impact of your CRM investment. Furthermore, they can become automation experts, streamlining workflows to free up valuable time for your sales team and other CRM users. This will allow everyone to focus more on strategic initiatives and building stronger customer relationships. Skilled admins also develop strong analytical skills, effectively transforming data into insightful reports and dashboards that empower your leadership team to make data-driven decisions. Ultimately, a skilled CRM administrator acts as a guardian of your CRM investment, ensuring it operates smoothly and efficiently for maximized return on investment.
Sirocco Group: Your partner in building a thriving CRM ecosystem
At Sirocco Group, we understand the evolving role of the CRM administrator. We offer a range of services to help organizations like yours develop and support your CRM team in their sales and customer management ambitions. From CRM assessments and ongoing consulting support, we equip your team with the tools, processes, and expertise needed to navigate the complexities of modern CRMs. Ready to unlock the full potential of your CRM system? Contact Sirocco Group today and learn how we can help you build a thriving CRM ecosystem.
