A decade in CRM: 3 simple, top CRM takeaways

By Kate Chatteron, CRM Lead, Brewdog

We all know that a CRM allows for better customer communication so you can improve your brand reputation. It can also help you identify and add new leads easily and quickly, and categorise them accurately.

By focusing on the right leads, sales can prioritise the opportunities that will close deals, and marketing can identify leads that need more nurturing and prime them to become quality leads.

CRM’s can also help improve your customer loyalty numbers by helping you better communicate with them.

But it’s not just about the system. The people operating it and executing the campaigns are the real treasure and Katie Chatterton, CRM Lead at Brewdog recently hit a decade of working in CRM and with ten years of experience under her belt, Katie wanted to celebrate this milestone of a career by sharing with us her simple, top 3 CRM takeaways…..


1. Deliverability is everything.

If you can’t deliver to your customer then what’s the point?
Preserve a good sender reputation by contacting customers at the right time, on the right channel, with the right message. Be prepared to argue for this one!

2. Don’t forget to test.

Sometimes it’s easy to get swayed by the latest and greatest tech, but don’t forget the importance of your bread and butter tests. Start simple and learn about your customer base, and then you can go from there.

3. It’s not the end of the world.

This is something I’ve had to say to myself, team members and colleagues MANY TIMES over the last ten years.  As long as you aren’t flying in the face of GDPR compliance, nothing is ever that bad. A spelling mistake or a broken URL can be fixed or re-sent.  Don’t worry about it.

There. Short and simple.


  • Deliverability
  • Testing
  • And chill out…..

To get in touch with Katie, please follow her on LinkedIn here.


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