CRM Training

Lesson 1 • CRM Success Metrics Overview

Introduce the core metrics used to evaluate CRM effectiveness. Provide a baseline for measuring progress throughout the course.

Lesson 2 • The Customer Lifecycle Framework

Map the stages customers move through from brand awareness to advocacy. Connect lifecycle stages to CRM activities and team responsibilities.

Lesson 3 • What CRM Means for Business

Define CRM as a strategy, process, and technology ecosystem. Establish why customer-centric thinking drives revenue and retention outcomes.

Lesson 4 • Types of CRM Systems

Distinguish operational, analytical, and collaborative CRM categories. Identify which system type fits specific business contexts and team structures.

Lesson 1 • CRM Interface Orientation

Explore the standard layout, menus, and navigation patterns common across CRM platforms. Build confidence moving between modules without losing context.

Lesson 2 • Understanding CRM Data Objects

Identify core data objects such as contacts, accounts, leads, and deals. Understand how objects relate to each other within the CRM data model.

Lesson 3 • Creating and Editing Records

Practice creating, updating, and merging CRM records accurately. Establish habits that maintain data integrity from the point of entry.

Lesson 4 • Basic Views, Lists, and Filters

Build and save custom list views to surface relevant records quickly. Apply filters to segment data for focused daily work.

Lesson 1 • Data Entry Standards and Conventions

Define naming conventions, field formats, and entry rules for consistent records. Standardized entry reduces errors and improves searchability across the team.

Lesson 2 • Data Enrichment Techniques

Supplement existing records with additional data from internal and external sources. Enriched records improve segmentation accuracy and personalization quality.

Lesson 3 • Data Hygiene and Maintenance Routines

Establish recurring processes to audit, clean, and update CRM data over time. Consistent hygiene routines prevent data decay from undermining business decisions.

Lesson 4 • Data Privacy and Compliance Basics

Apply data privacy principles to CRM record handling and storage practices. Protect customer data in alignment with consent and privacy regulations.

Lesson 1 • Account Health Monitoring

Track engagement signals and relationship indicators to assess account health. Proactive monitoring enables early intervention before accounts disengage.

Lesson 2 • Logging Activities and Interactions

Record calls, emails, meetings, and notes against the correct CRM records. Consistent activity logging creates a shared relationship history for the entire team.

Lesson 3 • Account Hierarchy and Organisation

Organise accounts using parent-child hierarchies to reflect real business structures. Accurate account organisation improves territory management and reporting.

Lesson 4 • Managing Contact Segments and Lists

Group contacts into segments based on shared attributes for targeted engagement. Segmentation connects contact management to marketing and sales execution.

Lesson 1 • Win-Loss Analysis in the CRM

Capture and analyse win and loss data to identify patterns and improve future performance. Structured win-loss tracking turns closed deals into strategic learning.

Lesson 2 • Designing the Sales Pipeline

Define pipeline stages that reflect the actual buyer journey and internal sales process. A well-designed pipeline improves forecast accuracy and deal visibility.

Lesson 3 • Forecasting and Pipeline Reviews

Use CRM data to generate revenue forecasts and conduct structured pipeline reviews. Accurate forecasting aligns sales activity with business revenue targets.

Lesson 4 • Creating and Qualifying Opportunities

Convert leads into opportunities using qualification frameworks within the CRM. Proper qualification prevents pipeline inflation and focuses effort on winnable deals.

Lesson 1 • CRM Automation Fundamentals

Understand the logic of trigger-action automation and where it applies in CRM workflows. Automation reduces human error and ensures timely follow-through on key actions.

Lesson 2 • Email and Communication Automation

Automate outbound email sequences and internal notifications triggered by CRM events. Communication automation maintains consistent outreach without manual effort.

Lesson 3 • Workflow Testing and Optimisation

Test automations before deployment and monitor performance after launch. Iterative optimisation ensures workflows remain accurate as business processes evolve.

Lesson 4 • Building Task and Reminder Workflows

Create automated task assignments and reminders tied to record changes or time delays. Task automation ensures follow-up actions are never missed across the team.

Lesson 1 • CRM Reporting Fundamentals

Understand report types, data sources, and the logic behind CRM reporting structures. A solid reporting foundation enables accurate analysis and confident data interpretation.

Lesson 2 • Customer Retention and Churn Reports

Track renewal rates, churn signals, and customer health trends using CRM data. Retention reporting enables proactive intervention before customers disengage.

Lesson 3 • Building Sales Performance Reports

Create reports that measure individual and team sales activity, pipeline health, and revenue. Sales reports connect CRM data to quota attainment and performance management.

Lesson 4 • Building Executive Dashboards

Design high-level dashboards that surface key metrics for leadership decision-making. Effective dashboards consolidate multiple reports into a single, scannable view.

Lesson 1 • CRM Governance and Administration

Establish governance structures that maintain CRM integrity as the organisation scales. Clear governance prevents configuration drift and data quality degradation.

Lesson 2 • CRM Optimisation and Iteration

Use usage data, user feedback, and business outcomes to continuously improve the CRM. Iterative optimisation keeps the system relevant and high-performing over time.

Lesson 3 • Aligning CRM with Business Processes

Map existing business processes to CRM capabilities and identify alignment gaps. Process alignment ensures the CRM reflects how the business actually operates.

Lesson 4 • Measuring CRM Return on Investment

Quantify the business impact of CRM investment using revenue, efficiency, and retention metrics. ROI measurement justifies continued investment and guides strategic priorities.