CRM & Customer Management

Scope

Purpose: This process keeps every customer record in the Customer Relationship Management (CRM) system current and correctly classified. The Account Manager (AM) owns the commercial record, and the finance team owns the financial record and deactivation.

Owner: AM.

Applies to: Account managers, the commercial team, and the finance team.

Process

1. AM — Own the CRM record for each of your customers. Maintain all commercial information and keep the record current.

2. AM — Classify each customer by strategy. Choose one strategy for each customer.

   • Strategic Partner: a long-term, high-potential customer with aligned values and mutual growth. Needs cross-functional collaboration and investment.
   • Key Account: a high-revenue or high-volume customer that is critical to the business. Operationally important.
   • Tactical / Transactional: short-term or ad hoc business. Low complexity, opportunistic orders.
   • Watch / At Risk: an unstable account with potential challenges, such as payment risk or declining volume. Needs close monitoring.
   • Exit: a customer no longer aligned with our business goals. Plan to phase it out or avoid future work.

3. AM — Record the customer type. Choose one type for each customer.

   • Direct / Trading
   • Direct / Agency
   • SaaS / Trading
   • SaaS / Agency

4. AM — Keep the status and status reason current. Update the status whenever the customer moves stage.

   • Active status reasons: Costing; Onboarding / Finance; Onboarding / Director; Onboarding / CEO; Active.
   • Inactive status reasons: Exit, for a customer we completed some orders with; Dropped, for a customer cancelled before activation.

5. Finance — Manage the customer's financial information. The finance team keeps the financial data in the CRM current.

6. Commercial team — Notify finance before stopping work with a customer. Tell finance as soon as you intend to discontinue the customer.

7. Finance — Deactivate the customer when instructed. Only the finance team deactivates customers in the CRM.

8. Finance — Review the customer list each quarter. Check every account with no recent orders.

   • Verify the status of each such account with the relevant AM.

Workflow

AM — Own the CRM record for each of your customers

AM — Classify each customer by strategy

AM — Record the customer type

AM — Keep the status and status reason current

Finance — Manage the customer's financial information

Tutorial

This training video supports the CRM & Customer Management process. It does not replace the numbered steps.

Pending

Training video not linked yet

Admins will add a Microsoft Stream or SharePoint watch URL when the tutorial for CRM & Customer Management is ready.

Exam

Pass mark	Expected duration	Attempts
80%	Admin will provide this soon	Admin will provide this soon

Pending

The exam is not published yet. Admins will add it here when the assessment is ready.

Changelog

Changelog

Date	Changed by	What changed
2026-09-22	Sales Team	Article added from SOP 2.0 Sales & Customer Development, section 2.3.