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INSIDE CRM with Tom Burrell: Why do CRM managers feel undervalued? How can it be solved?

In this insightful episode of the Inside CRM Podcast and the Customer Retention Show, Jessica and Tom discuss the often overlooked value and challenges faced by CRM managers. They explore why CRM teams feel undervalued, referencing research showing 75% of UK CRM teams feel underappreciated, creating a negative cycle affecting both morale and business performance. The conversation covers career journeys, ranging from startup experiences to large corporate roles, highlighting the importance of visibility, proper attribution models, and support from leadership. They also tackle technological implementations, data reliability, the rise of acquisition costs, and how retention strategies impact business growth. Both hosts agree on the need for CRM teams to elevate their profile and demonstrate their impact on revenue and customer experience. They conclude with practical advice for CRM professionals and leadership on how to bridge the understanding and appreciation gap. The episode is a valuable resource for anyone in or aspiring to be in the CRM field.

00:00 Introduction and Welcoming Tom
00:39 Jessica's Background in CRM
01:47 Tom's Background and Experience
02:49 Diving into the Topic: Why CRM Managers Feel Undervalued
04:49 Misconceptions About CRM
05:54 The Diverse Skill Set of CRM Professionals
08:40 Challenges in Leadership Understanding CRM Value
19:37 The Importance of Visibility and Communication
22:39 Psychological Impact on CRM Professionals
25:39 Advice for CRM Teams and Leadership
31:14 The Role of Technology in CRM
40:20 Final Thoughts and Conclusion