fbpx Skip to main content

CRM Analyst

Job Overview

The CRM Analyst is responsible properly entering and maintaining information in the CRM System, as well as monitoring utilization, data quality, and functionality. This begins with receiving information from sales and other customer-facing colleagues, reviewing and adding to it, and entering it appropriately into the system. On an ongoing basis, the CRM Analyst performs a series of reviews and quality control activities to help maintain complete and accurate information. Entering individual updates, ingesting lists, eliminating duplicates, filling gaps, and resolving errors are important regular activities. Reporting, KPI management, and issue-spotting are also areas of focus.

Organizational Impact

The CRM Analyst plays a key role in managing the incredibly valuable information needed for effective sales operations. By separating data entry and stewardship from sales operations, the CRM Analyst provides a solid data foundation to support the efforts of the customer-facing colleagues, radically increasing their effectiveness. This disaggregation, only possible through the work of the CRM Analyst, results in quality information about leads and opportunities, and allows sales executives to focus on the highest-value use of time. In this way, the CRM Analyst provides a meaningful impact on the Company’s revenue.

Key Systems

The CRM Analyst works closely with the organization’s CRM System, and may also interact with a Customer Communications, Document Management, Unified Communications, or Marketing Automation system. If the organization has a unified Task Management System or generic email inbox for sales-related activities, the CRM Analyst will access those systems to identify new leads and updates to enter into the system. If the organization has a Data Visualization or Business Intelligence system, the CRM Analyze will engage with that for the purpose of preparing or running reports. The CRM Analyst also works closely with the company’s Contract Management system.

Inputs

A key form of inputs are individual leads or updates forwarded for review and entry by individual Sales Executives. Examples include forwarded emails and attachments, pictures of business cards or name badges, links to bios or LinkedIn profiles, and other similar items. One-off inputs also come from external sources, such as customer-facing web form submissions and emails to generic email addresses (such as sales@company.com). Prospect lists may also be received for scrubbing, profiling, and uploading into the CRM. From an analytics standpoint, scheduled or ad-hoc requests for analyses or reports arrive from internal colleagues.

Outputs

The CRM Analyst’s primary output is the entry and improvement of information into the CRM System, such as entering new leads, updating opportunities, and correcting or adding to contact and company records. The CRM Analyst may also output assignments of opportunities to relevant staff members or updates to status. Outputs also include responses to scheduled and ad-hoc reporting and analytic tasks. In addition, the CRM Analyst may output reminders and suggestions to Sales Executives, such as notifications of open tasks or items requiring follow up. Finally, the CRM Analyst may be responsible for preparing and transferring post-sale information to relevant downstream teams, such as Legal, Contraction, Operations, and Accounting.

Activities

  • Add or Update Lead
  • Add or Update Opportunity
  • Add or Update Contact
  • Review Incoming Emails and Attachments and Update CRM
  • Process New External Queries
  • Assign Tasks
  • Research Additional Fields (LinkedIn, HQ, Employee Count, Industry Code, etc.)
  • Check for Duplicates
  • Check for Changed Data (Employer, Job Title, etc.)
  • Normalize Data Between Records (Company Name, Locations, etc.)
  • Process & Upload Obtained Lists
  • Administer Unsubscribe Program
  • Perform Personal Information Redactions
  • Data Quality Audit
  • Status and Accountability Audit
  • KPI Calculation / Analysis / Dissemination
  • Sales Pipeline Reporting
  • Issue Task Follow-Up Reminders and Escalations
  • Generate Proposal / Contract
  • Traffic Proposal / Contract for Signatures
  • Obtain and Profile Customer Documents
  • Review and Package Sales Information for Downstream Teams
  • Enter Customer Information in Downstream Systems
  • Kickoff On-Boarding Process

Recommended Items

  • CRM System Documentation
  • Opportunity Onboarding Checklist
  • Accountability Standards
  • CRM KPI Definitions
  • CRM Pipeline Report
  • Incoming Updates and Query Samples
  • Post-Sale Package Examples

Content Examples

  • Incoming Emails and Queries
  • Lead / Company / Contact / Account / Opportunity
  • Leads Lists
  • Customer Proposal / Contract
  • CRM KPI Report
  • Sales Pipeline Report
  • Post-Sale Package

Sample Event-Driven Tasks

  • Review New External Emails and Queries
  • Assign Tasks
  • Process Internally Forwarded Updates and Documents
  • Research Missing or Additional Fields
  • Reply to Analytics Queries
  • Process & Upload Obtained Lists
  • Administer Unsubscribe Program
  • Perform Personal Information Redactions
  • Generate Proposal / Contract
  • Traffic Proposal / Contract for Signatures
  • Obtain and Profile Customer Documents
  • Review and Package Sales Information for Downstream Teams
  • Enter Customer Information in Downstream Systems
  • Kickoff On-Boarding Process

Sample Scheduled Tasks

  • Status and Accountability Audit
  • KPI Calculation / Analysis / Dissemination
  • Sales Pipeline Reporting
  • Issue Task Follow-Up Reminders and Escalations

Sample Infill Tasks

  • Normalize Data Between Records (Company Name, Locations, etc.)
  • Check for Duplicates
  • Check for Changed Data (Employer, Job Title, etc.)
  • Administer Unsubscribe Program
  • Data Quality Audit
Skip to content