CRM Business Transformation Manager

RESPONSIBILITIES

Key Responsibilities

Strategic Business Transformation & Cross-Functional Alignment

• Serve as the strategic owner for CRM-enabled business transformation, ensuring CRM enhancements support enterprise priorities, commercial objectives, operational consistency, and measurable business value.
• Lead cross-functional stakeholder engagement across Commercial teams to align on business problems, process gaps, operational impacts, and future-state ways of working.
• Facilitate executive and functional alignment on CRM transformation priorities, ensuring business teams understand how CRM capabilities support broader revenue, customer, operational, and data quality objectives.
• Establish clear business ownership, decision rights, and operating expectations for CRM-enabled processes.
• Drive alignment across business stakeholders, CRM Product, Innovation, Data & Analytics, and Training & Enablement to ensure transformation initiatives are coordinated and outcome-focused.
• Serve as the escalation point when new scope, complex business process changes, or cross-functional impacts require formal discovery, business case development, leadership alignment, and operational planning.

Business Discovery, Process Design & Operating Model Development

• Lead discovery sessions, stakeholder workshops, and business process assessments to identify opportunities to improve existing CRM functionality or introduce new business processes into CRM.
• Define current-state and future-state business process flows, operating model impacts, role expectations, decision points, handoffs, and governance needs.
• Identify process improvement opportunities, automation opportunities, AI-enabled use cases, and standardization opportunities that improve efficiency, scalability, data quality, and business performance.
• Translate business needs into clear transformation objectives, business outcomes, process requirements, adoption impacts, and KPI expectations.
• Create business cases, impact assessments, success criteria, and operational readiness requirements for significant CRM enhancements or new business capabilities.
• Ensure process design supports long-term operational sustainability, leadership visibility, reporting needs, user adoption, and consistent execution across teams.

Operationalization of CRM Enhancements

• Own the business-side operationalization plan for CRM enhancements, ensuring new capabilities are embedded into day-to-day business processes rather than treated as standalone system changes.
• Define what must change operationally, including process steps, roles and responsibilities, governance routines, reporting expectations, standard operating procedures, escalation paths, and reinforcement mechanisms.
• Partner with CRM Product, Innovation Analysts, and business stakeholders to ensure approved enhancements move from concept to delivery with clear business context, readiness expectations, and success measures.
• Coordinate with the Training & Enablement Manager to ensure training, communications, job aids, office hours, and reinforcement plans reflect the intended future-state process and business behaviors.
• Support release planning, pilot readiness, stakeholder validation, and post-launch stabilization from a business transformation perspective.
• Drive post-implementation reviews to assess whether enhancements are being used as intended and whether business processes are producing the expected outcomes.

Governance, Prioritization & Business Case Development

• Establish and maintain governance routines to evaluate CRM enhancement opportunities based on business value, strategic alignment, operational impact, adoption readiness, and measurement potential.
• Lead business case development for significant CRM transformation initiatives, including business problem definition, expected benefits, stakeholder impacts, operational requirements, risk considerations, and success metrics.
• Partner with CRM Product and Innovation teams to ensure business priorities are reflected in roadmap discussions and delivery planning.
• Clarify when an enhancement is an incremental product improvement versus a larger transformation initiative requiring formal stakeholder alignment, operating model design, and business readiness planning.
• Maintain visibility into strategic enhancement opportunities informed by business feedback, adoption insights, operational performance, and leadership priorities.
• Ensure CRM transformation work is sequenced in a way that supports business capacity, user readiness, and sustainable adoption.

KPI Development, Measurement & Value Realization

• Define KPIs, adoption measures, process health indicators, and business outcome metrics for CRM transformation initiatives.
• Partner with CRM Data & Analytics to develop dashboards, scorecards, and reporting requirements that measure CRM adoption, process compliance, data quality, business outcomes, and value realization.
• Monitor post-launch outcomes to determine whether process changes and CRM enhancements are delivering the intended business impact.
• Analyze trends, adoption barriers, process breakdowns, and stakeholder feedback to identify opportunities for continuous improvement.
• Provide leadership-ready updates on transformation progress, operational readiness, risks, business outcomes, and recommended next actions.

Partnership with Innovation Analyst, Product & Enablement Teams

• Partner with Innovation Analysts to ensure approved CRM transformation initiatives are translated into actionable delivery requirements, initiative plans, testing needs, and implementation activities.
• Provide business context, process direction, stakeholder alignment, and success measures to support Innovation Analyst execution activities.
• Partner with CRM Product to ensure roadmap and enhancement decisions are informed by business priorities, process impacts, user adoption needs, and measurable outcomes.
• Partner with the Training & Enablement Manager to align learning, communications, reinforcement, coaching, and support activities to the intended business process changes.
• Ensure that significant user feedback, enhancement requests, or adoption barriers are assessed through a transformation lens before being advanced as product or training needs.