Masterclass: Advanced CRM Strategies (3-days) Training


Increase your marketing’s effectiveness with a robust CRM (Customer Relationship Management) strategy. 

Our 3-day Masterclass will give you the knowledge and skills to design, build and optimise your CRM strategy. You’ll also have lots of opportunity to discuss your real life challenges with our expert and your fellow delegates.


Here are some of the topics that we cover in this 3-day Strategic CRM Masterclass:

• Overview 

Definitions, core principles, typologies, working practices, business goals & modelling frameworks.

• Building blocks

Customer insight, models & journey mapping, value propositions, data & systems architecture, vendor evaluation/selection.


Content & inbound marketing frameworks, Social CRM & community management, personalisation & segmentation, channel integration, B2B specific issues.

• Measurement & analysis

KPIs (Key Performance Indicators), reporting, decision support, data management, compliance & GDPR, AI & Machine learning. 

• Implementation 

Critical success factors, change management, iterate & improve.

• Case studies

Telecoms, Retail (online & offline), Travel, Financial Services, Not-for-Profit, Automotive & B2B specific examples.

Who should attend?

Our CRM Masterclass is targeted at experienced marketers who want to take a broader and more strategic approach to CRM. We often find that delegates are moving into digital from an offline background and/or are preparing for a more senior digital role.

Rather than looking at one specific channel, you’ll be looking to gain a holistic perspective. 

How will I benefit?

After completing this Masterclass, you’ll have an increased knowledge, confidence and set of practical skills in the following areas:

  • Understand the strategic context of CRM
  • Create a CRM strategy and plan (supported by a rigorous framework)
  • Develop an effective CRM programme
  • Identify how to improve an existing CRM strategy
  • Learn how to apply a detailed CRM Road Map
  • Identify the strengths & weaknesses of available CRM systems to help you make an informed decision over which to use

CPD Accreditation - As we’re a registered provider with the CPD Standards Office you’ll get an official CPD Certificate of attendance upon completion of the course. This can be used within your formal CPD record for a professional body, institute, or employer.

In-company training

This course can also be delivered exclusively for your team. We can work with you to customise the course and make sure that it addresses your specific issues. For more information, please get in touch with the team at:

+44 (0)207 970 4167 (UK & Europe)

212-971-0630 (US & America)



Andrew Campbell

Andrew has 25 years experience in leveraging technology in pursuit of marketing goals. In that time he’s seen a technological revolution from the first marketing databases in the mid-1980s to the social media boom of recent years. His experience as a practitioner gives him a deep insight into the strategic, commercial, technical and operational aspects of implementing CRM solutions.

He is a marketer at heart and sees technology as a means to an end – that being game-changing marketing solutions that deliver competitive advantage for brands that have the vision and ambition to implement them.

Andrew has designed and delivered solutions for brands such as BT Business; Manchester United; Abbey National, Interflora and Best Western Hotels. He has also worked on high end, strategic consultancy assignments for brands such as: BUPA; CPP; Thomas Cook and Wyndham Resorts/RCI.

Tutor for: Driving Revenue Through CRM, MarTech - Getting to grips with Marketing Technology, Masterclass: Advanced CRM Strategies (3-days)