INSIDE CRM

Most CRM problems are not CRM problems. Aaron has spent around 15 years in CRM and growth, at Project A, building the growth team at Trade Republic and as a freelance consultant. In this fireside chat from our Berlin meetup, he skips tools and campaigns completely and talks about the part of the job nobody trains you for.

We go through three scenarios everyone in the room recognised: the boss with a new idea every day, the end-of-month "we're 50K short, send a campaign", and the colleague (often legal) who always says no.

His answers are practical and a little provocative. Love every idea. Put the discount risk on record before you send the code. And remember that legal gives advice, it doesn't make the decision.

If you have ever felt like you spend more energy managing people than managing your CRM, this one is for you.

Recorded live at the INSIDE CRM meetup in Berlin, May 2025.

Since this recording, Aaron has moved on from freelancing and is now CMO at NAO.

What you will take away

Chapters

Most CRM teams are paying a lot of money for a tool nobody really knows how to use. Franzi walks into exactly those companies and fixes it, and in this session from our Hamburg meetup she is honest about the part that is actually hard: it is never the tool.

She talks about coming in as the cleanup crew, shadowing teams instead of telling them what they are doing wrong, and building a champion in every department so the whole thing keeps running after she leaves. Her goal, in her words, is to make herself redundant.

We also get into the mistakes she sees over and over, why B2B is a much harder testing ground than B2C, and how she stays patient when nothing moves as fast as she wants it to.

If you have ever inherited a messy HubSpot and a team that is quietly afraid of it, this one is for you.

Recorded live at the INSIDE CRM meetup in Hamburg, June 2025.

What you will take away

Chapters

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Meet Ernest

Currently leading CRM and Organic Social at Travel Circus in Berlin, Ernest has worked across Singapore, Sweden, and Germany. With a decade in marketing and a mind wired for frameworks, he’s obsessed with turning customer engagement into measurable growth.

In this episode, you’ll learn how to:

Episode Breakdown

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Antonio Hersonski isn’t your average CRM guy.He’s been at the heart of CRM for eight years, shaping loyalty at brands like GetYourGuide and now leading the charge at Kartenmacherei — the market leader for personalized print products.

In this conversation, you'll hear how Antonio broke free from the noisy digital ad world...and why sending a real, physical letter might be your next CRM superpower.

You’ll learn:

Episode Breakdown

[00:00] — How Antonio went from selling to building loyalty empires (and why CRM felt like home)[01:00] — Why printed paper — yes, paper — beats Instagram ads for the right customer[03:30] — When print becomes your secret weapon: ROI math nobody talks about[04:45] — Start smart: Why you should always build email first before touching print[05:30] — Seasons of gold: How weddings, Christmas, and life moments fuel CRM wins[06:30] — The email vs. print debate: What happens when you send email before a letter hits?[07:00] — Tracking old-school marketing: How to prove your print mailings actually work[07:45] — Optilyze, Emarsys, Deutsche Post: Choosing your partners without losing your sanity[09:00] — The truth about print formats: Why customers crave simple, not shiny[10:45] — Real talk: How long it really takes to ship thousands of print campaigns[13:30] — Control groups that don't suck: Making experiments clean and convincing[14:30] — What if your customers are 25 or 45? How age really (doesn’t) change CRM tactics[16:00] — Perfection vs. profits: Why standardization wins when scaling print[18:00] — Automation dreams: Using smart funnels to keep your print game alive (without drowning)[19:45] — Minimum orders, postage hacks, and saving yourself a financial faceplant[21:00] — Consent made simple: How to handle unsubscribes without headaches[21:45] — Buying addresses: The good, the bad, and the very legally grey[22:15] — Why unique voucher codes aren’t optional if you care about your bottom line[23:30] — Skeptical about print? Start here: Parcel inserts and cheap wins to test the waters

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INSIDE CRM with Tom Burrell: Why do CRM managers feel undervalued? How can it be solved?In this insightful episode of the Inside CRM Podcast and the Customer Retention Show, Jessica and Tom discuss the often overlooked value and challenges faced by CRM managers. They explore why CRM teams feel undervalued, referencing research showing 75% of UK CRM teams feel underappreciated, creating a negative cycle affecting both morale and business performance. The conversation covers career journeys, ranging from startup experiences to large corporate roles, highlighting the importance of visibility, proper attribution models, and support from leadership. They also tackle technological implementations, data reliability, the rise of acquisition costs, and how retention strategies impact business growth. Both hosts agree on the need for CRM teams to elevate their profile and demonstrate their impact on revenue and customer experience. They conclude with practical advice for CRM professionals and leadership on how to bridge the understanding and appreciation gap. The episode is a valuable resource for anyone in or aspiring to be in the CRM field.00:00 Introduction and Welcoming Tom00:39 Jessica's Background in CRM01:47 Tom's Background and Experience02:49 Diving into the Topic: Why CRM Managers Feel Undervalued04:49 Misconceptions About CRM05:54 The Diverse Skill Set of CRM Professionals08:40 Challenges in Leadership Understanding CRM Value19:37 The Importance of Visibility and Communication22:39 Psychological Impact on CRM Professionals25:39 Advice for CRM Teams and Leadership31:14 The Role of Technology in CRM40:20 Final Thoughts and Conclusion

P.S. Tom is sharing great CRM strategy insights every week which often land in my must-reads. 👉 Sign up here: https://theretentionblueprint.beehiiv.com/subscribe?utm_source=www.insidecrm.io&utm_medium=podcast&utm_campaign=shownotes&_bhlid=6cd94ae47ca8c6afc209ddade9a70bb4faf5fdf0

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INSIDE CRM with Milica Markovic: Mastering Marketing Automation Through SimplificationStep into the world of innovative CRM solutions as Milica Markovic, a CRM expert at kfzteile24, shares her approach to managing customer engagement across a 5-million-product automotive parts marketplace. Drawing from her experience at Smava and her current role, Milica demonstrates how to transform complex marketing automation into streamlined, efficient processes.Her team shifted from 80% routine tasks to focused innovation through strategic automation. By treating messaging as code rather than design, they implemented a system using Google Sheets and CSV files to manage complex personalization at scale. Through smart segmentation and strategic use of Bloomreach, they achieved one-to-one personalization without overcomplicated solutions.The episode reveals practical insights into building scalable automation systems through asset farms, master templates, and recommendation engines. Milica's team achieved 1.5 billion template combinations while maintaining operational simplicity. She emphasizes giving teams freedom to experiment, leading to successful initiatives in contextual personalization and AI-driven content creation, while maintaining focus on revenue growth and customer lifetime value.00:00 Introduction to Milica and Her Background03:15 Simplifying Complex Marketing Automation07:45 Building the Google Sheets System12:30 Achieving One-to-One Personalization16:20 Team Innovation and Experimentation20:15 The Future of CRM and Marketing Automation

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INSIDE CRM with Moritz KöllingerJoin us for an insightful conversation with Moritz, a seasoned marketing executive and self-described "marketing firefighter," who brings 12 years of marketing expertise to discuss the critical role of CRM in driving revenue. Currently serving as VP Marketing at Timeless*, Moritz challenges conventional startup thinking by prioritising revenue-generating CRM initiatives over traditional paid media campaigns, sharing practical examples of how focusing on CRM leads to more efficient marketing operations and improved customer acquisition costs through his experiences transforming marketing operations in startups.00:00 Introduction and Background03:15 Marketing Turnaround Strategy07:45 Balancing Short and Long-term Goals12:30 CRM and Paid Marketing Collaboration16:20 Leadership Recognition in CRM20:15 Future of CRM in Marketing Organisations*FYI Moritz switched companies in the meantime.

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Ready to revolutionize your understanding of Customer Relationship Management? Join us as we welcome Markus, a true pioneer in the CRM realm with nearly two decades of expertise. He shares his transformative journey from orchestrating loyalty programs to crafting a state-of-the-art customer data platform. Discover why CRM was once underestimated in newer businesses, and how Markus endeavors to democratize CRM tools, making them robust yet accessible for marketers everywhere.Learn the intricate dance with Customer Lifetime Value (CLV) as we explore its multifaceted challenges. From B2B complexities to the pressing need for precise predictive analytics, we dissect the nuances that make CLV a critical yet often misunderstood metric. Markus brings clarity to the often murky waters of CLV, highlighting why a tailored approach, grounded in solid data, is essential for predicting future customer actions and achieving long-term success.Balancing immediate sales targets with nurturing lasting customer relationships presents its own set of challenges. We take a closer look at how AI can be a game-changer for CRM, while also addressing the hurdles of fragmented data systems and the evolving regulatory landscape post-GDPR. Markus offers insights into how businesses can optimize customer journeys through strategic data management, ensuring that AI and CRM integration isn't just a possibility, but a powerful reality.

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Discover how the travel industry is being reshaped by the innovative business model of numa, as we chat with CRM expert Tim, who brings his 15 years of expertise to the table. If you've ever wondered how to blend the comfort of traditional hotels with the flexibility of Airbnb, numa's concept of "serviced apart hotels" might just be the answer. This episode highlights the streamlined travel experiences offered by numa, like contactless check-ins and the removal of superfluous amenities, all while keeping guests conveniently close to city hotspots. Tim also shares how numa uses engaging content to tap into the emotional journey of travel, inspiring potential guests to embrace the unique lodging experience they offer.But that's not all—our discussion extends into the realm of loyalty and customer engagement, focusing on mastering CRM systems. We explore the potential of platforms for managing loyalty programs in industries with low-frequency interactions, such as travel and cinema. From crafting valuable customer experiences to debating the dual role of CRM as both a brand and performance channel, this episode promises to equip you with insightful strategies for fostering customer loyalty and meaningful engagement. Listen to uncover how brands can maintain quality customer relationships, even when it doesn't directly boost the bottom line.

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INSIDE CRM with Krzysztof Szymanski 

In this episode, host Jessica Jantzen engages in a conversation with Krzysztof Szymanski, a seasoned CRM expert. Krzysztof shares his journey from advising multiple companies in CRM strategies to leading a team at GetYourGuide during the pandemic. He discusses the importance of understanding company-specific needs, leveraging team skills, and cautious tool transitions. The episode also delves into the advantages of the CRM tool, Braze, and how CRM teams can optimize product engagement and profitability, especially in unique situations like annual tax filing with TaxFix. Get ready to uncover valuable CRM insights that you can apply to your own strategies.

00:00 Welcome to INSIDE CRM!

00:52 Meet Krzysztof

01:42 Building CRM Teams and Overcoming Challenges

02:43 Transferring CRM Strategies Across Industries

05:48 People, Process, Platform: A Framework for CRM

07:23 Choosing the Right CRM Tool

08:57 The Future of CRM Tools

12:12 CRM for Seasonal Products: The TaxFix Case

13:37 Conclusion and Farewell

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