The business you work for just bought a brand-new CRM. Good job! Who is going to drive it now?
Customer relationship management (CRM) that works well is a key part of business success. At the heart of this is the CRM product owner, whose main job it is to make sure that technology, customer data, and strategy all work together well. But what really sets a CRM product owner apart?
There are three things that all great CRM product owners have in common: they are always curious, they love fixing problems, and they know what businesses need.
- Always interested.
A really good CRM product owner is always interested in learning new things. This is a very important trait because CRM is always changing, with new features and functions coming out all the time. The product owner is interested in these new possibilities and ways to use these features, so they look into them.
Being bored leads to laziness and inaction, which is the last thing you want in marketing CRM product owners. You want this job to come up with ideas on its own.
Being curious and wanting to keep learning go hand in hand. The best people who own CRM products are always learning by taking classes, going to events in their field, and doing research. This ongoing training keeps them up to date on the newest technologies and trends, which helps them make decisions that are good for the company.
- The desire to solve problems.
Good CRM product owners love to figure out hard problems. They think outside the box when they’re solving problems, coming up with creative ideas that help the team, create opportunities, and move the needle. This is very important because CRMs need to be changed to fit the needs of the business and its goals.
A lot of “problems” need to be fixed with CRMs all the time. If the person who owns the product doesn’t like getting their hands dirty and working on these issues, they will get burned out quickly, and more CRM issues will appear.
Problem-solving depends on people being able to work together well. It’s important to have the right tools. Whiteboard apps like Miro are great for organizing complicated processes and helping team members work together. They help teams plan and come up with ideas visually, which makes it easier to deal with CRM problems in a more structured way.
- A deep understanding of what the business needs.
To be a great CRM product owner, you need to really understand what your company needs. This quality makes sure that the CRM marketing plan fits with the overall business goals, letting marketing, sales, and other departments work together in a way that is effective and cohesive.
For instance, a product owner would have to know the different types of customers the company has and how marketing will affect each one. They would then have to report on how well the marketing is doing. They would have to be able to use this information to divide customers into groups, set up the right processes to handle those groups, and find ways to report on performance.
For CRM to work, parties must be able to communicate and work together well. A CRM product owner needs to be good at handling relationships with a lot of different groups, such as the sales and marketing teams, IT, and the company’s leaders.
One of the fun things about working with a lot of different people is getting to know how they talk and communicate. Some people may be more logical, some may be more direct, and some may be more focused on relationships. Learn how to use personality test tools like DISC to improve how you talk to and work with others.
Knowing a lot about technology is a plus, but not necessary.
A technical edge can help the company and the person who owns the CRM tool. Knowing about technology can speed up internal conversations, planning, and the resolution of technical issues. On the other hand, many CRM accounts have more business choices to make than day-to-day technical changes and decisions.
If a business needs help with integrations, roadmaps, or other technical issues, it can always hire a technical consultant or firm.
As examples of technical help, setting up an API and figuring out which third-party tools to use with your CRM or the initial IT setup are two examples.
Working together with technology experts
It’s important to know your technical limits and when to bring in technical experts when setting up complicated CRM features and making sure the system stays stable. Setting up things wrong can cost a lot and give you trouble in the future.
A person who owns a CRM product should build strong relationships with technical experts. This will make it easier for everyone to talk to each other and make sure that technical choices are in line with business goals. This lets them use technical know-how without getting in the way of their main duties.
Risk of letting IT make decisions about CRM
It’s important to point out the risk that comes with letting IT make choices about CRM. Technical teams are important for setting up and supporting the CRM, but the overall direction of the system should be set by people who know what the customers want and what the business goals are. If IT is in charge without this point of view, the CRM system might get too complicated or lose focus on the company’s goals.
The place where traits meet
The real power of a CRM product owner comes from being curious, good at fixing problems, and smart about business. All of these traits make it possible for the owner of the CRM product to find new possibilities, come up with creative solutions, and make sure that CRM strategies are in line with business goals.
Lack of other skills can be made up for by having these three core traits, which can be learned over time with a well-thought-out growth plan.