FA C U LT Y I N S I G H T
HOW CRM SKILLS CAN MAKE YOU A
MARKETING HERO
Individuals with CRM skills can rapidly scale the marketing career ladder, says Felix Velarde, Adjunct
Professor of Digital Customer Engagement at Hult.
CRM (Customer Relationship
Marketing) or eCRM (the digital
version, although the terms are
interchangeable) is founded
on a deep understanding of
customers.
The skills required include the
ability to interpret data, extract
customer insight, and act on
it, alongside the ability to plan
ahead based on customer behavior over the span of several
years (think: buying a car).
CRM skills mark you out as a winner
Over the past dozen years that I have been working in CRM, my team
has delivered global strategies for major brands like Virgin, News International, and McCain, while I teach marketers CRM skills at the Institute of
Direct & Digital Marketing and Hult Business School, 2vV