CRM Domain Knowledge Skill

Purpose

Provide comprehensive CRM domain knowledge for analyzing requirements in customer relationship management systems across sales, marketing, and service functions.

CRM Core Modules

1. Sales Module

Lead Management:

• Lead capture (web forms, imports, manual entry)
• Lead scoring and grading
• Lead assignment (round-robin, territory-based)
• Lead qualification (MQL → SQL)
• Lead nurturing campaigns
• Lead conversion to opportunity

Opportunity Management:

• Opportunity creation and tracking
• Sales stages (Prospecting → Qualification → Proposal → Negotiation → Closed Won/Lost)
• Probability weighting
• Expected close date
• Opportunity amount
• Competitor tracking
• Win/loss analysis

Account & Contact Management:

• Account hierarchy (parent-child relationships)
• Contact roles (decision maker, influencer, user)
• Account teams
• Contact history and interactions
• 360-degree customer view

Sales Pipeline:

• Visual pipeline (kanban view)
• Pipeline stages
• Stage conversion rates
• Pipeline velocity
• Weighted pipeline value
• Forecast accuracy

Quote & Proposal:

• Quote generation
• Product catalog integration
• Pricing rules (discounts, bundles)
• Quote approval workflows
• E-signature integration
• Quote-to-cash process

Key Metrics:

• Lead conversion rate: (SQLs / Total Leads) × 100
• Opportunity win rate: (Closed Won / Total Opportunities) × 100
• Average deal size: Total Revenue / Number of Deals
• Sales cycle length: Average days from opportunity creation to close
• Pipeline coverage: Pipeline Value / Quota

2. Marketing Module

Campaign Management:

• Campaign planning and execution
• Multi-channel campaigns (email, social, events, webinars)
• Campaign budgets and ROI tracking
• A/B testing
• Campaign performance analytics

Marketing Automation:

• Email marketing workflows
• Drip campaigns
• Trigger-based emails (behavior, time, score)
• Landing pages
• Forms and lead capture
• Progressive profiling

Lead Nurturing:

• Nurture streams
• Content mapping to buyer journey
• Lead scoring adjustments
• Engagement tracking
• Automated follow-ups

Segmentation:

• Demographic segmentation
• Behavioral segmentation
• Firmographic segmentation (B2B)
• Dynamic lists
• Static lists

Key Metrics:

• Email open rate: (Emails Opened / Emails Sent) × 100
• Click-through rate: (Clicks / Emails Sent) × 100
• Conversion rate: (Conversions / Visitors) × 100
• Cost per lead: Marketing Spend / Leads Generated
• Marketing ROI: (Revenue - Marketing Cost) / Marketing Cost × 100

3. Customer Service Module

Case Management:

• Case creation (email, phone, chat, portal)
• Case assignment and routing
• Case prioritization (severity, SLA)
• Case escalation rules
• Case resolution and closure
• Case history

Knowledge Base:

• Article creation and management
• Article categories and tags
• Search functionality
• Article ratings and feedback
• Internal vs. customer-facing articles

Service Level Agreements (SLA):

• Response time SLA
• Resolution time SLA
• SLA tracking and alerts
• SLA breach notifications
• SLA reporting

Omnichannel Support:

• Email support
• Phone integration (CTI)
• Live chat
• Social media support
• Self-service portal
• Mobile app support

Key Metrics:

• First response time: Time to first agent response
• Average resolution time: Average time to close case
• Customer satisfaction (CSAT): Survey score after resolution
• First contact resolution: Cases resolved on first contact
• SLA compliance: (Cases Meeting SLA / Total Cases) × 100

CRM Data Model

Core Entities

Lead:

• Lead source (web, referral, event, cold call)
• Lead status (new, contacted, qualified, unqualified)
• Lead score (0-100)
• Company information
• Contact information
• Lead owner

Account:

• Account name
• Industry
• Company size (employees, revenue)
• Account type (prospect, customer, partner)
• Parent account (for hierarchies)
• Account owner
• Account team

Contact:

• Name, title, email, phone
• Account relationship
• Contact role (decision maker, influencer)
• Reporting structure
• Preferred communication method
• Contact owner

Opportunity:

• Opportunity name
• Account and primary contact
• Amount
• Close date
• Stage
• Probability
• Competitors
• Opportunity owner

Activity:

• Task (to-do item)
• Event (meeting, call)
• Email
• Note
• Activity date and time
• Related to (lead, contact, opportunity, account)

Common CRM Requirements

Lead Scoring Example

Demographic Scoring:
- Job Title: C-Level (20), VP/Director (15), Manager (10), IC (5)
- Company Size: Enterprise 1000+ (15), Mid-market 100-999 (10), SMB (5)
- Industry: Target industries (5), Others (0)

Behavioral Scoring:
- Pricing page visit (15)
- Whitepaper download (10)
- Webinar attendance (15)
- Demo request (25)
- Email open (2)
- Email click (5)

Negative Scoring:
- Personal email (-10)
- Competitor (-50)
- Student (-15)
- No activity 90 days (-20)

Thresholds:
- MQL: 60 points
- SQL: 75 points

Sales Process Stages

1. Prospecting (10% probability)
2. Qualification (20%)
3. Needs Analysis (40%)
4. Proposal (60%)
5. Negotiation (80%)
6. Closed Won (100%) / Closed Lost (0%)

Integration Requirements

Marketing Automation (HubSpot, Marketo, Pardot):

• Bi-directional lead sync
• Campaign member sync
• Lead scoring sync
• Form submission capture

Email (Gmail, Outlook):

• Email tracking
• Calendar sync
• Contact sync
• Email templates

Phone (RingCentral, Aircall):

• Click-to-dial
• Call logging
• Call recording
• Screen pop on incoming calls

E-signature (DocuSign, Adobe Sign):

• Send documents for signature
• Track signature status
• Store signed documents

Accounting (QuickBooks, Xero):

• Customer sync
• Invoice sync
• Payment tracking

CRM Best Practices

Data Quality

• Mandatory fields for key data
• Validation rules (email format, phone format)
• Duplicate detection and prevention
• Data enrichment (Clearbit, ZoomInfo)
• Regular data cleanup

User Adoption

• Intuitive UI/UX
• Mobile access
• Minimal data entry (automation)
• Integration with daily tools (email, calendar)
• Training and support

Process Automation

• Lead assignment automation
• Email alerts and notifications
• Workflow automation
• Approval processes
• Scheduled reports

Questions for Stakeholders

Sales Process:

• What are your sales stages?
• What's your average sales cycle?
• How do you qualify leads?
• What's your territory structure?

Lead Management:

• What are your lead sources?
• How do you score leads?
• What defines MQL vs. SQL?
• How are leads assigned?

Integration:

• What marketing automation tool?
• What email system?
• What phone system?
• What other systems to integrate?

Reporting:

• What KPIs do you track?
• Who needs dashboards?
• What reports are critical?

References

• Salesforce Trailhead
• HubSpot Academy
• CRM Best Practices Guides