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CRM CoE Mentoring and Certification Program Syllabus

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Course Overview

This 8-week program is designed for CRM platform owners, practitioners, IT and business directors, enterprise architects, and CRM CoE leaders. Irstructor-led sessions, guest lectures, and practical assessments to provide a comprehensive understanding of CRM CoE frameworks and strategies for drivingĀ measurable business outcomes.

Learning Outcomes

By the end of this course, participants will:

  • Define CRM CoE strategies aligned with business objectives.
  • Optimize CRM CoE processes for measurable outcomes.
  • Lead CRM CoE teams effectively towards organizational goals.
  • Develop a cohesive CRM CoE stakeholder communication culture.
  • Utilize emerging technologies to drive innovation within CRM ecosystems.

Course Structure

  • Duration: 8 weeks
  • Format: 90-minute weekly sessions, with recorded options for later review
  • Modules: Eight core sessions
  • Assessments: Weekly quizzes, a final exam, and a capstone project

Core Modules

Module 1: Understanding the CRM CoE Framework

  • Objective: Provide foundational knowledge of the CRM CoEā€™s purpose and role.
  • Topics:
    • Six Pillars of CRM CoE: Strategic Alignment, Governance, ROI Measurement, Collaboration, Strategy Stewardship, and Skills Development.
    • The Five-Step Process for CRM CoE Refinement.
    • Cultural Aspects of CRM CoEs: Data, People, Processes, Technology, and Agility.
  • Activities:
    • Case study: CRM CoE evolution.
    • Self-assessment of current CoE alignment.

Module 2: CRM CoE Domains, Capabilities, and Functions

  • Objective: Deep dive into the 27 functions across three CRM CoE domains: Customer Centricity, Operations, and Foundation.
  • Activities:
    • Group exercise: Map organizational functions to the framework.
    • Case discussions on the business outcomes ladder.

Module 3: Strategic Alignment and Leadership

  • Objective: Train leaders in aligning CRM strategies with organizational goals.
  • Activities:
    • Simulation: Strategic decision-making.
    • Analysis of leadership traits in CRM CoEs.

Module 4: Governance and Process Optimization

  • Objective: Enable participants to implement efficient governance and streamlined processes.
  • Topics:
    • First Principles, Standards, and Best Practices.
    • Change Control and Workflow Simplification.
  • Activities:
    • Develop a governance plan for a case-study organization.

Module 5: Leveraging Data and Emerging Technologies

  • Objective: Equip participants to utilize data and technologies like AI for innovation.
  • Activities:
    • Workshop: Creating data governance policies.
    • Simulation: Predictive analytics tools.

Module 6: Continuous Improvement and Cultural Balance

  • Objective: Cultivate a culture of agility, innovation, and continuous improvement.
  • Activities:
    • Simulation: Improvement cycle using the Five-Step Process.
    • Cultural balance exercise.

Module 7: Driving ROI and Cost Optimization

  • Objective: Train leaders to justify CRM CoE investments with measurable outcomes.
  • Topics:
    • Cost Avoidance, Reduction, and Optimization.
    • Aligning CRM enhancements with financial goals.
  • Activities:
    • Develop a business case for a CRM initiative.

Module 8: Capstone Project

  • Objective: Apply program knowledge to develop a strategic CRM CoE roadmap.
  • Deliverables:
    • Roadmap incorporating the Six Pillars and Five-Step Process.
    • Peer review and instructor feedback.

Example Guest SessionsĀ 

AI in CRM CoE

  • Speaker: Vern Keenan
  • Topics: Ethical AI use and its role in CRM CoEs.

Adaptive Leadership in CRM Environments

  • Speaker: Andrew Davis
  • Topics: Matrixed leadership and resilience in CRM CoEs.
    • The Importance of DevOps for Salesforce - how to implement and measure success
    • Transformational leadership in leading CRM CoE teams

AI in Applying the CRM CoE Framework in Your Company

  • Speaker: Andy Roy
  • Topics: Using AI to define Principles, Standards, Best Practices, and KPIs for your company.

Assessments

  1. Weekly Quizzes: Based on the assigned readings from "A Master Framework for the CRM Center of Excellence."
  2. Capstone Project: Strategic CRM CoE roadmap.
  3. Final Exam: Comprehensive assessment covering CRM CoE frameworks and principles.

Certification Criteria

  • Attendance: 75% minimum.
  • Capstone Project: Submission and instructor approval.
  • Quiz and Exam Performance: 80% or higher.

Participants meeting these criteria will receive the "Certified CRM CoE Framework Leader" designation.

Resources

  • Primary and Prerequisite Text: "A Master Framework for the CRM Center of Excellence."
  • Supplementary Materials: Curated articles and recorded sessions.