Lead CRM

Purpose/Objective

Role Purpose The Lead – CRM (B2B Digital Enablement) is responsible for managing and enhancing the CRM platform and other digital tools supporting the B2B business.

This role serves as a critical bridge between business users and the digital/IT team — ensuring smooth application development, deployment, and adoption across the B2B organization.

The incumbent will develop Business Requirement Documents (BRD), oversee User Acceptance Testing (UAT), support production rollouts, and manage vendor coordination for enhancements or issue resolution.

They will also drive change management, monitor user adoption, and continuously improve digital sales and account management processes.

Key Responsibilities of Role

Key Responsibilities - CRM Design, Enhancement & Deployment- Lead CRM design, development, and rollout initiatives aligned with business goals.

- Develop and document Business Requirement Documents (BRDs) capturing business needs and process flows.

- Coordinate with the Digital/IT team to translate requirements into functional specifications.

- Manage User Acceptance Testing (UAT) cycles, define test cases, validate results, and ensure smooth go-live transitions.

- Support production deployment, troubleshoot post-release issues, and maintain release documentation.

- Business Process Alignment & Change Management- Map B2B processes (lead management, opportunity tracking, sales pipeline, key account servicing) to CRM workflows.

- Identify process gaps and improvement opportunities for automation and efficiency.

- Drive change management and training programs to ensure adoption across sales and account management teams.

- Act as the central SPOC for CRM-related change requests, enhancements, and user feedback consolidation.

- Application Governance & Vendor Coordination- Manage coordination with CRM and digital solution vendors for development, support, and performance optimization.

- Monitor Service Level Agreements (SLAs) for vendor delivery and ensure issue resolution within timelines.

- Ensure compliance with IT security, data governance, and audit guidelines.

- Maintain a central repository of business cases, approvals, and deployment documents.

- Liaise with finance and procurement teams for vendor onboarding, renewal, and performance evaluation.

- Digital Adoption & Analytics Enablement- Drive CRM adoption across regional, cluster, and area teams through training and performance monitoring.

- Develop dashboards and reports to enhance visibility of sales, customer engagement, and performance metrics.

- Track adoption KPIs and share monthly reports with leadership on system utilization and process compliance.

- Collaborate with digital analytics teams to integrate CRM insights with BI platforms.

- Conduct periodic user feedback sessions to refine CRM functionalities.

- Cross-Functional Collaboration- Partner with Sales, Key Account, Finance, and IT teams to ensure CRM aligns with operational workflows.

- Support integration of CRM with other enterprise systems like SAP, data lake, or analytics tools.

- Work closely with HR/Training for capability-building programs to strengthen digital literacy.

- Serve as a digital champion to promote a culture of data-driven decision-making across B2B teams.

Technical Competencies

CRM Platform Management & Enhancement,Business Process Mapping & Automation,Data Governance & Analytics,Vendor & Change Management

Qualifications and Experience

Required Qualifications & Experience - 8+ years in CRM management, IT business analysis, or digital transformation.

Experience in cement, building materials, or large-scale B2B environments preferred.

Proven track record of managing CRM enhancements, stakeholder coordination, and digital adoption.

Educational Background - Master's degree in Business Administration (MBA), Information Systems, Marketing, or a related field.

Years & Type of Experience 1.

8+ years of experience in CRM strategy, implementation, and management, preferably in the cement, building materials, or S&P/Building Solutions industry.