Summary

Welcome back to the Purposeful Marketing podcast. Today's episode features a new show format with a return guest, Caleb Rule.

The conversation explores the question of who owns the CRM and the different perspectives on this topic. The discussion covers the roles of IT, marketing, sales, and revenue operations in CRM ownership. It emphasizes the importance of scalability, governance, collaboration between departments, and how a strong leader ensures effective management and utilization of the CRM.

Tune in to this episode for an insightful and entertaining exploration of CRMs if you're CRM-curious!

Takeaways

• CRM ownership depends on the size, stage, and growth of the company.


• IT plays a crucial role in CRM ownership, ensuring security, scalability, and integration with other tools.


• Marketing should have a majority ownership in the CRM, with a focus on adaptability and alignment with marketing objectives.


• Sales should provide feedback on CRM usage and be involved in the operational aspects.


• Governance and documentation are essential for successful CRM ownership.


• The role of a Chief Revenue Officer (CRO) can be instrumental in CRM ownership and aligning sales and marketing.


• Final considerations for CRM ownership include scale, business model, and the need for a strong leader to drive the process.

Chapters

00:00 | Introduction

01:00 | Reading Posts from Marketers

04:28 | IT's Role in CRM Ownership

08:13 | The Role of Marketing and IT in CRM Ownership

09:09 |The Role of IT and Business Partnership

11:20 |The Role of RevOps in CRM Ownership

17:26 |The Role of Governance in CRM Ownership

20:08 |The Role of Marketing in CRM Ownership

24:26 | The Role of Sales in CRM Ownership

28:28 | The Role of Chief Revenue Officer in CRM Ownership

32:57 | Considerations for CRM Ownership

Subscribe to the ⁠⁠⁠⁠⁠Purposeful Marketing Podcast.⁠⁠⁠⁠⁠

~Market with purpose for the everyday practitioner ~

Connect with the hosts:

⁠⁠⁠⁠⁠Mary Keough⁠⁠⁠⁠⁠

⁠⁠⁠⁠⁠Aaron Weekes⁠⁠⁠⁠⁠

⁠⁠⁠⁠⁠James Boeckmann

Connect with the guest:

Caleb Rule