CRM Performance

Hey there! You ever feel like you’re speaking two different languages when it comes to CRM? Your team’s knee-deep in clicks and open rates, while management’s over here wanting to know if the company’s hitting revenue goals. It’s frustrating, right? Dr. Julia Skrobek, a seasoned CRM consultant and founder of Cleveract, totally gets it. She walked through this exact challenge during the INSIDE CRM Meetup in Berlin, sharing how to connect what your CRM team is doing with what the higher-ups care about.

Let me break it down for you. If you’ve been stuck in that awkward middle ground—trying to bridge the gap between what your team tracks and what management wants to see—this one’s for you.

Here’s the thing: CRM is more than just a bunch of numbers or dashboards. It’s about making sure what you’re doing day-to-day is actually helping the company grow. Otherwise, what’s the point, right?

By the time you’re done with this article, you’ll have a clear idea of how to align your team’s CRM efforts with the big-picture goals that actually move the needle.

Why There’s a Gap Between KPIs and What to Do About It

Ever been in a situation where your CRM team’s doing all the right things, but management still isn’t happy? It’s a common story, and Julia’s seen it all too often. Teams focus on things like email opens or transaction rates, while management’s laser-focused on profit, customer lifetime value (CLV), or overall growth.

It’s like trying to have a conversation where nobody’s speaking the same language. Frustrating, right?

Julia says the solution is simple: You need to map out the connections. Start by getting everyone on the same page with a clear understanding of how CRM metrics tie into the bigger goals. A practical way to do this is by creating something called a “KPI tree”—sounds fancy, but it’s really just a way to organise metrics so they make sense to both your team and management.

The KPI Tree: Getting Your Team and Management on the Same Page

Julia’s idea of a KPI tree is brilliant because it helps to cut through the confusion. Here’s how she explains it:

• Top Management View: They’re looking at big things like revenue and profit, maybe even active customer numbers.

• Customer View: You’ve got things like customer retention and how much each customer is worth over time (CLV).

• Channel View: This is where the magic happens—the day-to-day metrics your team handles, like email opens and campaign success rates.

Think of it like a roadmap. When you understand how all these pieces fit together, it’s way easier to drive towards the goals that matter.

Customer Models: Using RFM to Make Your Life Easier

One of Julia’s big tips is using customer models like RFM (Recency, Frequency, Monetary) to help your team focus on what really matters. Don’t get bogged down trying to treat every customer the same—because they aren’t. Some buy regularly, some haven’t been active in months, and others might be about to jump ship.

RFM helps you sort through all of that so you’re not wasting time or resources. You’ll know which customers to nurture and which ones to re-engage. Simple, but powerful.

Julia’s advice? Start by focusing on getting those customers who’ve bought once to come back for a second purchase. Why? Because customers who come back tend to stick around.

The Power of Testing and Learning as You Go

Julia’s a big believer in experimenting and learning from what works. She pushes teams to test different CRM initiatives and figure out what sticks. This isn’t about perfection—it’s about progress. So whether it’s a tweak to an email subject line or trying a new loyalty programme, it’s worth running tests.

One person at the event asked: "How do you decide what to test when you’ve got limited time?"

Julia’s answer: 'Start with the stuff that’s going to give you long-term value. If you’re testing something like an entire customer journey, that’s going to pay off way more than just testing subject lines.'

The point here? Keep learning. CRM isn’t a ‘set it and forget it’ game. You’ve got to test, measure, adjust, and do it all over again. It’s how you get better.

A Real-Life Example from Fashion Retail

Julia didn’t just give theory—she shared a story from her work with a fashion retailer. They were struggling to connect CRM metrics with what management expected. Julia helped them implement a KPI system using RFM models, and the results were clear: better retention, more targeted campaigns, and a more aligned team.

Key Takeaways

• Make It Simple: Use a KPI tree to connect what your CRM team does with what management needs.

• Prioritise the Right People: Customer models like RFM help you focus your efforts where they’ll have the most impact.

• Keep Testing: Don’t be afraid to try new things and learn from what works (and what doesn’t).

• Get Everyone on Board: Make sure both your team and management have access to the data they need to stay on the same page.

About the Speaker

Dr. Julia Skrobek is a CRM consultant and founder of Cleveract. She’s worked in industries like eCommerce, SaaS, and fashion, helping companies align their customer strategies with business goals. Julia’s all about making CRM easier for teams, and she’s passionate about helping people work smarter—not harder.

About the Meetup

Organised by Audrey Mann and Jessica Jantzen, the INSIDE CRM Meetup is a platform for CRM professionals to share insights, strategies, and success stories. It brings together experts from various industries to discuss the latest trends and innovations in customer relationship management.

Disclaimer: This article has been generated with ChatGPT based on an audio transcript and presentation slides from the INSIDE CRM Meetup. The content has been reviewed by the presenter to ensure accuracy and relevance.