CMS & CRM
Marketing manages the governance, configuration, and operational enablement of the Content Management System (CMS) and Customer Relationship Management (CRM) platforms. These systems represent shared corporate infrastructure that support communication, demand generation, commercial operations, and reporting across all business lines.
Marketing works in close collaboration with Internal IT to:
- Manage system/domain configurations
- Define and enforce access levels, permissions, and user roles
- Ensure secure and appropriate usage of both CMS and CRM platforms across functions
Wherever risks, gaps, or regulatory requirements are identified and formally raised by Compliance, Marketing supports the implementation of the required changes at an operational level, adapting properties and configurations accordingly.
Content Management System (CMS)
The CMS supports the management, governance, and evolution of the company’s digital presence, primarily including the following web domains:
Within this context, Marketing:
- Creates and manages content (e.g. webpages, landing pages, blogs, emails)
- Defines themes, templates, modules, and fields
- Defines content structures, editorial standards, and publishing guidelines
- Ensures consistency of messaging, positioning, and visual identity
Customer Relationship Management (CRM)
Marketing ensures data consistency, operational efficiency, and reliable performance measurement through the definition, governance and evolution of CRM processes, tools and standards across the company.
This includes:
- Defining CRM data models, lifecycle stages, and qualification criteria
- Creating and maintaining a master CRM documentation, including guidelines, operating principles, and how-to guides
- Ensuring clear separation and non-overlap between Consulting and Product databases
- Designing and maintaining automations, workflows, and lead/account routing logic
- Setting up dashboards and reports for performance tracking and decision-making