Colleagues explaining how the personalised marketing works

Is a CRM Manager Worthwhile in Your Own Company?

Continuous commitment and perseverance are required if CRM is to bring sustainable success as a corporate strategy. It is a common misconception that the work is done with the introduction of CRM software. Rather, the path that is the goal begins. In order to be able to live CRM professionally, you should therefore definitely deal with the role of a CRM manager in the company.

The tasks of a CRM manager

For the successful operation of a CRM system, both technical and functional tasks have to be mastered. On the one hand, the CRM software should be serviced regularly if it is installed on the company’s own servers. Nowadays, this situation can be handled via CRM cloud solutions – here the provider takes over the maintenance of the application. On the other hand, the application must be continuously supported in terms of data quality, process optimization, maintaining and increasing user acceptance, etc. As a user, you can only do this yourself.

Ideally, this is where a CRM manager comes into play, who acts as a link between the specialist departments and IT, performing both technical and specialist tasks. He is the central contact person for team leaders and key users and forms the interface to external service providers and CRM software suppliers. In order to be able to work effectively as a link and also to be able to act in conflicts, the position should be equipped with sufficient competences.

The job description of the CRM manager in your company is derived directly from these requirements:

  • contact person for key user and IT
  • supervision of measures to ensure data quality
  • organization of internal trainings (initial training, recurring follow-up training)
  • translation of new needs into requirements for the CRM software and commissioning the CRM supplier to implement them
  • further development of CRM processes and workflows
  • securing of current data protection guidelines
  • trouble-shooting (e.g. sustainable solution of acceptance problems)
  • no CRM project without change management
  • an essential task of a CRM manager is also the implementation of change management, which goes hand in hand with the implementation of a CRM solution in a completely natural way: Resistance to the upcoming changes does not only arise at the beginning of every CRM project. Typical is also the collision of (security) requirements of the IT department with the requirements of the users in the specialist departments from the operative day-to-day business.

A CRM manager can act as a mediator here, sound out the forthcoming changes with the participants and always keep an eye on the defined goals of the CRM project. Changes that often cause displeasure in everyday working life can be constructively discussed and resolved by the departments together with the CRM manager.

Who should be responsible for CRM – and how much time does the job cost?

It is not always necessary to create a completely new position in the company. It makes far more sense to release an employee who is already involved in the planning and implementation of the CRM project from his previous tasks for the role of CRM manager on a part-time – but permanent – basis. Advantage: He knows the company well and has direct contact to the actors involved.

Select an employee who has support from the upper management level. That makes things a lot easier. Without support, even the best employee can neither take action in the event of a conflict nor meet the challenges of everyday CRM with motivation.

The extent to which a CRM manager is deployed in a company depends largely on the depth and scope of the CRM software deployment.


Right from the start of the CRM project, consider the question of who is eligible for the position of CRM manager in your company. Especially for the initial phase, calculate more time resources as a buffer – your CRM project will thank you for it.

Conclusion: CRM is endurance sport

A CRM project does not end. Goals, needs and processes change continuously. The success and quality of the CRM strategy therefore depend decisively on whether it is actively and permanently supported. This is exactly what the CRM manager is for. Include the selection of suitable candidates in your CRM project planning right from the start. The investment in this place pays off in any case.