CRM Operations Manager

General Duties and Responsibilities

• CRM Ownership & Roadmap
• Partner with stakeholders to define and prioritize CRM enhancements and roadmap
• Own the day-to-day management and optimization of Microsoft Dynamics Sales Hub
• Ensure CRM structure and workflows align with evolving sales and marketing needs
• Develop, document, and maintain CRM standard operating procedures
• Establish best practices for lead management, opportunity tracking, and pipeline hygiene
• Drive consistency in CRM usage across all business units
• CRM Integrations
• Own the alignment between CRM (Dynamics) and marketing automation platforms, survey platform and other software connections (e.g., HubSpot, Forsta, Data Providers, Maplytics)
• Ensure seamless lead flow, lifecycle stages, and data synchronization between systems
• Partner with Marketing to optimize lead capture, scoring, routing, and handoff to Sales
• Maintain data consistency and integrity across platforms
• Identify and resolve gaps in integration, workflows, and campaign attribution

Sales Training & Enablement

• Lead CRM onboarding for new Sales hires
• Create and maintain training materials (videos, guides, quick-reference documentation)
• Act as the primary resource for CRM usage questions and ongoing user support
• Reinforce adoption of standardized processes and workflows

Data Quality & Governance

• Establish and enforce data standards (required fields, naming conventions, etc.)
• Monitor and resolve duplicates, incomplete records, and inconsistencies
• Partner with Sales and Marketing to maintain clean, actionable data
• Ensure CRM data supports accurate reporting and marketing execution

Cross-Functional Collaboration

• Serve as the liaison between Sales, Marketing, and CRM administration/IT
• Translate business needs into CRM requirements and workflows
• Provide guidance to CRM administrators on user experience and process improvements