MKT-40 Customer Relationship Management

3-Day Intensive Course for Sales, Marketing & IT Professionals

3 Intense Days
7 Hours per Day (Split into two 3.5-hour sessions)

Learning Path Visual

Your CRM journey from strategy to implementation:

Day 1: CRM Strategy & Customer-Centric Thinking
Understand the evolution and role of CRM in modern business. Learn to segment customers, map journeys, and define KPIs aligned with retention and lifetime value.

Day 2: CRM Tools, Data & Automation
Explore hands-on use of platforms like Salesforce, HubSpot, and Zoho. Learn to design pipelines, automate workflows, and extract customer intelligence using analytics and segmentation.

Day 3: Integration, Personalization & Scaling CRM Systems
Connect CRM to other systems (marketing, support, ERP). Drive personalization through behavioral data, and scale CRM initiatives with privacy, compliance, and performance in mind.

Course Overview

CRM isn’t just software — it’s how your business builds relationships at scale.
This workshop teaches how to turn CRM systems into engines of growth. From strategic planning to hands-on platform experience, you’ll learn how to acquire, retain, and understand customers through structured, automated, and data-informed approaches.

Perfect for sales and marketing professionals, operations managers, and tech teams who support CRM platforms.

You’ll learn how to:

• Design CRM strategies aligned with customer lifecycle and business KPIs

• Use leading tools (Salesforce, HubSpot, Zoho) to manage customer data

• Create segmentation, triggers, and workflows that automate key processes

• Integrate CRM systems with other platforms (marketing, support, ERP)

• Leverage CRM analytics to improve sales, retention, and personalization

• Ensure compliance (GDPR, CCPA) and data integrity across systems

What’s Inside Each Day

Day 1 — CRM Strategy & Customer-Centric Thinking

• What is CRM? From Rolodex to cloud-native intelligence

• Customer lifecycle stages and CRM fit

• Segmentation models: behavioral, demographic, RFM

• Journey mapping and sales/marketing funnel alignment

• KPIs and ROI: CAC, CLTV, churn, engagement

• Workshop: Design a CRM strategy for a fictional company

Focus: Strategy • Segmentation • Metrics

Day 2 — CRM Tools, Data & Automation

• Salesforce vs. HubSpot vs. Zoho: overview and ecosystems

• Building pipelines, tracking leads, managing contacts

• Creating automations: lead scoring, follow-ups, task triggers

• Using dashboards to track KPIs

• CRM as a data warehouse: import/export, deduplication, compliance

• Workshop: Set up a sample sales pipeline with automations

Tools: Salesforce, HubSpot, Zoho CRM, Zapier, Power BI
Focus: Tools • Pipelines • Automation

Day 3 — Integration, Personalization & Scaling CRM

• Connecting CRM with email, support, ERP, and marketing platforms

• Personalization via dynamic content and behavioral data

• Scalable CRM architecture: roles, permissions, multi-team support

• Data protection: GDPR, CCPA, consent capture

• Advanced triggers: webhooks, custom APIs, third-party plugins

• Workshop: Map an integrated CRM stack for a growth company

Tools: CRM APIs, Segment, Power Automate, Data sync tools
Focus: Integration • Personalization • Compliance

Course Goals

By the end of this course, you’ll be able to:

• Define and execute CRM strategies for acquisition, retention, and growth

• Use leading CRM tools to automate sales and marketing tasks

• Analyze customer data and optimize performance through dashboards

• Create integrated tech stacks that support omnichannel engagement

• Maintain compliant, secure, and high-performing CRM ecosystems

Who Should Take This Course?

• Sales managers and lead generation teams

• Marketing professionals building funnels and email sequences

• CRM administrators and support operations teams

• Data and automation specialists

• Founders and business leads scaling client relationships

• Consultants implementing CRM for clients

Class Reference: MKT-40
Form Updated on: 06/17/2025 (Version 1)
Last Modified on: 06/17/2025

Program Note

Includes hands-on work with sample CRM accounts, editable strategy templates, automation blueprints, and lead scoring matrices. Tools are introduced with a no-code/low-code approach, with optional API extension guidance for developers.

Brief pédagogique en français

MKT-40 Customer Relationship Management est présenté ici en version synthétique française afin que les équipes pédagogiques puissent évaluer rapidement l'intérêt du module.

Le module s'inscrit dans la famille Communication. Il peut être adapté au calendrier de l'école, au niveau Tous niveaux, au volume horaire 21 h et aux modalités d'évaluation prévues.

Objectif d'intervention

Ce module vise à relier les outils data, IA et automatisation à des usages professionnels concrets.

Livrables et activités possibles

• cas d'usage, prompts, scénarios d'automatisation ou analyses data
• évaluation critique des résultats, limites et risques
• communication claire des choix techniques et business

Adaptation école

LC peut ajuster le déroulé, la langue d'enseignement, les supports, les exercices et les critères d'évaluation selon la promotion, le diplôme, le niveau d'autonomie attendu et les contraintes de planning.

Pour une version détaillée du syllabus en français, LC confirme le programme final après cadrage du niveau, des heures, du calendrier et des livrables attendus.