The structure of CRM teams is constantly in flux as the discipline evolves alongside the pace of technological changes. The last five years have led to a fundamental shift as companies look less for CRM marketers with expertise in copy and image development, and more for experts in analytics, coding and other technical skills.
Anna Moskal (Anna) – Technical CRM Manager at TIER Mobility (TIER), a fully climate-neutral micro-mobility company – has experienced this shift firsthand while transitioning from a traditional CRM role to one that is focused on empowering the CRM team to produce increasingly complex communications. In this article, Anna shares the differences between traditional and technical CRM, and how companies can best manage the transition to this new discipline.
