What can a CRM Specialist do?

By Carsten Bjerregaard, CEO, Marketingcapacity.com

A CRM Specialist develops, manages, and optimises data-driven customer journeys that lift conversion, retention, and customer lifetime value. The role sits at the intersection of marketing, sales, service, and technology – turning data into targeted communication across email, automation, CDP platforms, segmentation, lead scoring, and loyalty programmes. Typical tools include HubSpot, Salesforce, Klaviyo, Dynamics, Customer.io, Braze, and analytics tools. The goal is a more intelligent and efficient commercial engine.

1. What does a CRM Specialist work on in daily life?

A CRM Specialist structures customer data, develops relevant segments, and builds targeted flows that support both short-term conversion and long-term loyalty. In practice, this means a combination of technical configuration, campaign building, testing, data analysis, and dialogue with marketing, sales, and customer success. The work is both strategic and operational, as small adjustments in automations can significantly affect lifetime value. At the same time, daily work requires constant attention to data quality, governance, and system utilisation, ensuring that the organisation makes better decisions based on reliable data.

Five key focus areas

• Segmentation in practice – building precise audiences based on behaviour

• Automation that works – creating relevant, scalable flows

• Data quality in daily operations – cleaning, enriching, and structuring customer data

• Campaign management – planning, executing, and analysing activities

• System optimisation – leveraging the full potential of the CRM platform

Real example: A large B2C brand discovers low engagement rates. The CRM Specialist adjusts segmentation logic, optimises send time, and removes inactive addresses. The result is a significantly higher open rate and better conversion without increasing the number of sends.

2. What are the most important tasks – where does the effort make a difference?

Value is created when CRM initiatives improve the customer experience and elevate business performance. The most impactful tasks involve connecting data, technology, and communication so the company can react to customer behaviour in real time. This leads to more relevant dialogue, fewer friction points, and stronger relationships. CRM Specialists typically prioritise areas with the largest potential: automated flows, better lead quality, data-driven segmentation, and structured post-purchase follow-up. Even small changes in these areas can deliver clear performance improvements.

Key deliverables

• Lifecycle programmes – onboarding, nurturing, and winback

• Lead scoring that matters – prioritising sales-ready leads

• Personalisation at scale – relevant content based on data

• Data-driven direction – clear recommendations backed by analysis

• Effective contact strategy – frequency, timing, and channel mix

From practice: A company with rising churn gets its customer journey mapped. The CRM Specialist builds a retention flow triggered by declining engagement. Churn drops by 12% in three months.

3. What distinguishes a strong CRM Specialist from an average one?

The difference lies in the ability to view customer relationships as a business-critical asset – not just a series of campaigns. A strong specialist works analytically but also commercially, constantly evaluating which initiatives deliver the highest return per invested hour. They can translate complex data patterns into clear recommendations, enabling marketing and sales to make better decisions. The combination of technical understanding, attention to detail, and commercial mindset makes a skilled CRM Specialist a strategic value driver.

Traits of the strongest specialists

• Holistic thinking – seeing connections across the entire customer lifecycle

• Data responsibility – ensuring quality, governance, and structure

• Commercial focus – prioritising initiatives with the greatest impact

• Experimental mindset – testing hypotheses and learning quickly

• Professional precision – sharp segments, clear flows, solid logic

Example: A design team wants a complex loyalty flow. The CRM Specialist simplifies the logic and shows how three targeted triggers outperform a heavy programme. Less complexity – more value.

4. Which channels and tools does a CRM Specialist typically work with?

The scope is broad: CRM, marketing automation, and CDP platforms form the core, but the role also relies heavily on the ability to integrate data, analyse behaviour, and convert insights into action. CRM Specialists often work across an ecosystem of email, push, in-app, SMS, advertising data, dashboards, and data models. The goal is a consistent and relevant message across the entire customer journey.

Typical technologies and channels

• CRM and automation platforms – Salesforce, HubSpot, Braze, Klaviyo

• Behavioural and campaign data – GA4, attribution, engagement metrics

• CDP solutions – segments, events, real-time data

• Communication channels – email, SMS, push, in-app

• Analytics and reporting tools – Power BI, Looker, Tableau

Example: A CRM Specialist connects in-app behaviour with email automation. Users who reach a critical step but do not complete it receive a personalised reminder. Especially in onboarding, this significantly increases activation rates.

5. How does a CRM Specialist create value – which KPIs matter?

CRM performance can be measured directly on revenue, engagement, and loyalty. It is one of the most data-driven disciplines in the marketing organisation. The value becomes clearest when technical improvements and segmentation logic link directly to real behavioural data. KPIs vary, but they all measure the quality of the customer journey – not just the volume of sends.

Relevant KPIs

• CLV (customer lifetime value) – impact of retention and loyalty

• Engagement rate – opens, clicks, interactions

• Conversion per flow – automation performance

• Lead quality – score, maturity, conversion rate

• Churn rate – ability to retain customers

Concrete example: By analysing an onboarding flow, the CRM Specialist identifies a drop-off between email 2 and 3. After adjustments, activation increases by 15%.

6. Who does the CRM Specialist typically collaborate with – and how do you ensure good teamwork?

CRM Specialists often work across marketing, sales, tech, customer service, e-commerce, and BI. The strongest collaboration arises when teams share goals for the customer journey and access to relevant data. Clear communication is essential, as CRM efforts impact many systems, channels, and processes. When collaboration works well, the organisation gains a more coherent and personalised customer experience – and a technical setup that evolves with business needs.

Good collaboration principles

• Shared KPIs – everyone works toward the same customer outcomes

• Close coordination – avoiding channel and flow overlap

• Continuous knowledge sharing – insights across teams strengthen results

Example: A CRM Specialist shares monthly insights with the sales team. It gives them a better understanding of lead maturity and timing – leading to clearer prioritisation.

7. What is happening in the field right now?

CRM is evolving rapidly – driven by better data technologies, increased use of AI, and higher expectations for personalisation. Companies are moving toward real-time data, more advanced segments, and omni-channel automation where communication adapts across platforms. At the same time, data governance and quality requirements are rising, as errors can quickly spread across channels. The strongest specialists therefore work both technically and strategically to ensure scalable solutions without unnecessary complexity.

Current trends

• AI-supported automation – better timing and dynamic content

• Real-time CDPs – faster, more precise segments

• Focus on data quality – stronger governance and documentation

Market insight: A company implements AI-based send-time optimisation. The effect becomes visible only after the CRM Specialist cleans up the segmentation logic and ensures valid data.

8. Getting started – what should you include in your briefing?

A strong briefing provides clear business objectives, technical constraints, and relevant data history. This makes it easier to prioritise which flows, segments, or initiatives create the most value quickly. It also helps if the organisation shares past learnings, brand guidelines, compliance requirements, and expected KPIs. The more context, the better the recommendations – and the fewer iterations.

Keys to a strong start

• Define the goal – retention, conversion, onboarding, or lead quality

• Share data and constraints – platform, tracking, integrations

• Prepare content and tone – templates, components, brand principles

Example: A marketing director highlights CLV as a key target. The CRM Specialist therefore designs a new winback flow and a segmentation strategy that targets offers based on engagement level.

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How to find the right Frontend Developer for you

A freelance CRM Specialist is a flexible and strategic resource who can strengthen customer data, automation, and performance – without the heavy costs associated with agencies. The collaboration is typically closer, ramp-up faster, and hourly rates lower, while expertise remains high. Some freelancers work very hands-on with flows, data cleaning, and campaigns, while others focus on strategy, system architecture, and governance – or a mix, depending on needs.

Marketingcapacity.com identifies three top candidates who match your requirements and scope – completely non-binding.