客户关系管理分析师

CRMAnalyst

JobOverview

TheCRMAnalystisresponsibleforproperlyenteringandmaintaininginformationintheCRMSystem,aswellasmonitoringutilization,dataquality,andfunctionality.Thisbeginswithreceivinginformationfromsalesandothercustomer-facingcolleagues,reviewingandaddingtoit,andenteringitappropriatelyintothesystem.Onanongoingbasis,theCRMAnalystperformsaseriesofreviewsandqualitycontrolactivitiestohelpmaintaincompleteandaccurateinformation.Enteringindividualupdates,ingestinglists,eliminatingduplicates,fillinggaps,andresolvingerrorsareimportantregularactivities.Reporting,KPImanagement,andissue-spottingarealsoareasoffocus.

OrganizationalImpact

TheCRMAnalystplaysakeyroleinmanagingtheincrediblyvaluableinformationneededforeffectivesalesoperations.Byseparatingdataentryandstewardshipfromsalesoperations,theCRMAnalystprovidesasoliddatafoundationtosupporttheeffortsofthecustomer-facingcolleagues,radicallyincreasingtheireffectiveness.Thisdisaggregation,onlypossiblethroughtheworkoftheCRMAnalyst,resultsinqualityinformationaboutleadsandopportunities,andallowssalesexecutivestofocusonthehighest-valueuseoftime.Inthisway,theCRMAnalystprovidesameaningfulimpactontheCompany’srevenue.

KeySystems

TheCRMAnalystworkscloselywiththeorganization’sCRMSystem,andmayalsointeractwithaCustomerCommunications,DocumentManagement,UnifiedCommunications,orMarketingAutomationsystem.IftheorganizationhasaunifiedTaskManagementSystemorgenericemailinboxforsales-relatedactivities,theCRMAnalystwillaccessthosesystemstoidentifynewleadsandupdatestoenterintothesystem.IftheorganizationhasaDataVisualizationorBusinessIntelligencesystem,theCRMAnalyzewillengagewiththatforthepurposeofpreparingorrunningreports.TheCRMAnalystalsoworkscloselywiththecompany’sContractManagementsystem.

Inputs

AkeyformofinputsareindividualleadsorupdatesforwardedforreviewandentrybyindividualSalesExecutives.Examplesincludeforwardedemailsandattachments,picturesofbusinesscardsornamebadges,linkstobiosorLinkedInprofiles,andothersimilaritems.One-offinputsalsocomefromexternalsources,suchascustomer-facingwebformsubmissionsandemailstogenericemailaddresses(suchassales@).Prospectlistsmayalsobereceivedforscrubbing,profiling,anduploadingintotheCRM.Fromananalyticsstandpoint,scheduledorad-hocrequestsforanalysesorreportsarrivefrominternalcolleagues.

Outputs

TheCRMAnalyst’sprimaryoutputistheentryandimprovementofinformationintotheCRMSystem,suchasenteringnewleads,updatingopportunities,andcorrectingoraddingtocontactandcompanyrecords.TheCRMAnalystmayalsooutputassignmentsofopportunitiestorelevantstaffmembersorupdatestostatus.Outputsalsoincluderesponsestoscheduledandad-hocreportingandanalytictasks.Inaddition,theCRMAnalystmayoutputremindersandsuggestionstoSalesExecutives,suchasnotificationsofopentasksoritemsrequiringfollowup.Finally,theCRMAnalystmayberesponsibleforpreparingandtransferringpost-saleinformationtorelevantdownstreamteams,suchasLegal,Contraction,Operations,andAccounting.

Activities

AddorUpdateLead

AddorUpdateOpportunityAddorUpdateContact

ReviewIncomingEmailsandAttachmentsandUpdateCRM

ProcessNewExternalQueriesAssignTasks

ResearchAdditionalFields(LinkedIn,HQ,EmployeeCount,IndustryCode,etc.)CheckforDuplicates

CheckforChangedData(Employer,JobTitle,etc.)

NormalizeDataBetweenRecords(CompanyName,Locations,etc.)

Process&UploadObtainedLists

PerformPersonalInformationRedactionsDataQualityAudit

StatusandAccountabilityAudit

KPICalculation/Analysis/DisseminationSalesPipelineReporting

IssueTaskFollow-UpRemindersandEscalations

GenerateProposal/Contract

TrafficProposal/ContractforSignaturesObtainandProfileCustomerDocumentsReviewandPackageSalesInformationforDownstreamTeams

EnterCustomerInformationinDownstreamSystems

KickoffOn-BoardingProcess

RecommendedItems ContentExamples

CRMSystemDocumentationOpportunityOnboardingChecklistAccountabilityStandards

CRMKPIDefinitionsCRMPipelineReport

IncomingUpdatesandQuerySamplesPost-SalePackageExamples

IncomingEmailsandQueries

Lead/Company/Contact/Account/Opportunity

LeadsLists

CustomerProposal/ContractCRMKPIReport

SalesPipelineReportPost-SalePackage

SampleEvent-DrivenTasks

SampleTasks

SampleInfillTasks

ReviewNewExternalEmailsandQueriesAssignTasks

ProcessInternallyForwardedUpdatesandDocuments

ResearchMissingorAdditionalFieldsReplytoAnalyticsQueries

Process&UploadObtainedListsAdministerUnsubscribeProgram

PerformPersonalInformationRedactionsGenerateProposal/Contract

TrafficProposal/ContractforSignaturesObtainandProfileCustomerDocumentsReviewandPackageSalesInformationforDownstreamTeams

EnterCustomerInformationinDownstreamSystems

KickoffOn-BoardingProcess

NormalizeDataBetweenRecords(CompanyName,Locations,etc.)

CheckforDu