Here I share practical experience with CRM platforms and marketing automation, focusing on relevance, structure and measurable impact. The articles explore how automation and lifecycle communication can be implemented in ways that are actually used and maintained over time.
CRM is not a system – it is an operating model Why CRM only creates impact when insight, follow-up and prioritisation work together in practice CRM is often treated as a system decision or an implementation project. In practice, the…
CRM governance: who is actually governing the CRM work? When CRM is in place, but still lacks clear ownership, prioritisation and follow-up Many organisations have a CRM system in use, campaigns running and automations in place. Even so, it is…
When CRM doesn’t deliver results, the problem is rarely the technology The challenge often lies in how the work is organized after launch Many CRM initiatives begin with a strong focus on technology. Which platform should we choose? Which integrations…
Why many CRM initiatives stall after launch And what actually creates lasting impact Many organisations invest significant time and resources in CRM journeys, yet still find that the CRM initiatives stall after launch. The problem rarely lies in the technology…