What Does a CRM Specialist Do?
A CRM specialist manages and optimizes a company’s customer relationship management system to improve how teams interact with leads, prospects, and existing customers. They ensure the CRM platform is properly configured, up to date, and aligned with the business’s goals for sales, marketing, and customer success. Their work helps organizations streamline communication, automate workflows, and maintain accurate customer data to drive growth and retention.
By serving as the primary point of contact for CRM-related issues, the CRM specialist bridges the gap between technical systems and day-to-day business needs. They collaborate with stakeholders across departments to implement new features, manage user permissions, create dashboards and reports, and troubleshoot technical problems. Through data analysis and strategic configuration, they help the organization track performance, forecast trends, and build stronger relationships with customers.
Looking to Hire a CRM Specialist?
Speak with one of our recruiting experts today.
CRM Specialist Core Responsibilities
- Configure, maintain, and customize the organization’s CRM platform
- Manage user access, roles, and security permissions
- Create and maintain dashboards, reports, workflows, and automation
- Collaborate with sales, marketing, and support teams to improve CRM adoption and usability
- Monitor data quality, identify gaps, and perform regular database cleanups
- Provide CRM training and support to internal users
- Troubleshoot technical issues and coordinate with software vendors when needed
- Analyze CRM usage and customer data to inform process improvements
- Support lead management, segmentation, and campaign tracking
Required Skills and Qualifications
Hard skills
- Proficiency with CRM software (e.g., Salesforce, HubSpot, Microsoft Dynamics, Zoho)
- Knowledge of CRM configuration, workflow automation, and reporting tools
- Understanding of customer journey mapping and lifecycle marketing
- Experience with CRM data cleansing, imports/exports, and system integrations
Soft skills
- Strong analytical and problem-solving ability
- Effective cross-functional communication and collaboration
- Attention to detail and commitment to data integrity
- Ability to prioritize and manage multiple technical requests
Education
- Bachelor’s degree in information systems, marketing, business, or a related field
Certifications
- Salesforce Administrator or HubSpot CRM Certification preferred
- Additional CRM platform-specific certifications are a plus
Preferred Qualifications
- Experience supporting CRM implementations or migrations
- Background in sales operations, marketing automation, or customer success
- Familiarity with APIs, third-party integrations, or middleware platforms
- Understanding of GDPR, CAN-SPAM, or other data privacy regulations
National Average Salary
CRM specialist salaries vary by experience, industry, organization size, and geography. Click below to explore salaries by local market.
The average national salary for a CRM Specialist is:
$85,693
Sample Job Description Templates for CRM Specialists
CRM Coordinator
Position Overview
A CRM coordinator provides administrative and data support for the organization’s customer relationship management system. They focus on maintaining data accuracy, assisting with CRM reporting, and supporting daily user needs to ensure the platform runs smoothly.
Responsibilities
- Enter and update customer and lead information in the CRM system
- Monitor data quality and perform routine cleanups
- Support CRM users by troubleshooting basic system issues
- Assist with generating reports and dashboards for marketing or sales teams
- Coordinate contact segmentation and tagging for campaigns
- Maintain CRM documentation and training materials
Requirements
Hard skills
- Proficiency with basic CRM functions (Salesforce, HubSpot, or similar)
- Data entry and spreadsheet management skills
- Familiarity with CRM reporting and filters
Soft skills
- High attention to detail
- Organized and deadline-driven
- Clear communicator and team collaborator
Education
- Associate’s or bachelor’s degree in marketing, business, or IT
Certifications
- None required
Preferred Qualifications
- Exposure to CRM or marketing operations
- Interest in earning platform-specific CRM certifications
CRM Specialist
Position Overview
A CRM specialist manages daily operations and system improvements for a company’s customer relationship management platform. This role supports user adoption, configures workflows, and ensures the CRM aligns with business goals across departments.
Responsibilities
- Configure and maintain CRM workflows, forms, and reports
- Collaborate with marketing, sales, and customer support teams
- Monitor user activity and recommend process improvements
- Manage user roles, permissions, and data privacy settings
- Train new users and support CRM adoption initiatives
- Ensure data accuracy and troubleshoot issues across CRM modules
Requirements
Hard skills
- Proficiency with CRM configuration, reporting, and list segmentation
- Experience using platforms like Salesforce, HubSpot, or Dynamics
- Knowledge of data imports/exports and CRM hygiene best practices
Soft skills
- Strong analytical thinking
- Proactive problem-solving approach
- Cross-team communication and collaboration
Education
- Bachelor’s degree in business, marketing, or information systems
Certifications
- Salesforce Admin, HubSpot CRM, or similar certification preferred
Preferred Qualifications
- Experience supporting CRM for marketing or sales teams
- Familiarity with lead scoring and workflow automation
Senior CRM Specialist
Position Overview
A senior CRM specialist owns more complex system administration, user support, and strategic CRM projects. This role helps shape how the CRM drives business outcomes by optimizing features, supporting cross-functional workflows, and mentoring other CRM users or coordinators.
Responsibilities
- Lead CRM process design, configuration, and optimization projects
- Build custom reports, workflows, and dashboards based on stakeholder needs
- Partner with sales ops, marketing, and IT to drive adoption and integration
- Monitor CRM usage and provide actionable insights based on data trends
- Maintain data compliance and support audit readiness
- Guide junior CRM users and assist in onboarding new team members
Requirements
Hard skills
- Advanced CRM system administration and reporting
- Experience with automation, integrations, and third-party tools
- Data governance and best practice CRM architecture knowledge
Soft skills
- Strategic thinking with attention to detail
- Strong leadership and training capabilities
- Effective at aligning technology with business needs
Education
- Bachelor’s degree in business, systems, or related field
Certifications
- Salesforce Administrator or HubSpot CRM certification required
Preferred Qualifications
- Experience with API or middleware tools
- CRM implementation or migration project experience
CRM Manager
Position Overview
A CRM manager leads the planning, implementation, and optimization of the company’s CRM system. This role oversees daily operations, manages a CRM team or vendor relationships, and ensures the platform supports sales, marketing, and customer success strategies.
Responsibilities
- Define and manage CRM roadmap and improvement initiatives
- Lead CRM system enhancements, integrations, and new feature rollouts
- Set data quality standards and oversee database health
- Partner with marketing and sales leaders to align on pipeline goals
- Track CRM KPIs and present usage and performance metrics
- Oversee vendor contracts and coordinate platform support or upgrades
- Manage and mentor CRM team members or analysts
Requirements
Hard skills
- Deep understanding of CRM architecture, user adoption, and analytics
- Experience with platform migrations or large-scale implementations
- Familiarity with CRM governance and data compliance standards
Soft skills
- Strategic leadership and team management
- Excellent communication with stakeholders and executives
- Project management and CRM workflow planning
Education
- Bachelor’s degree in business, marketing, or information systems
Certifications
- Salesforce Admin or HubSpot CRM certification required
- PMP or similar project management certification preferred
Preferred Qualifications
- Leadership experience in marketing or sales operations
- History of driving CRM improvements tied to revenue growth
Salesforce CRM Specialist
Position Overview
A Salesforce CRM specialist configures, maintains, and optimizes the Salesforce platform to support business functions like sales, marketing, and customer service. They manage user roles, create custom reports, and design automations that align with company workflows.
Responsibilities
- Customize Salesforce objects, fields, page layouts, and workflows
- Develop reports, dashboards, and list views for different teams
- Maintain user accounts, roles, profiles, and permissions
- Monitor platform performance and recommend updates or fixes
- Integrate Salesforce with third-party tools or marketing platforms
- Train end-users and create documentation for CRM processes
Requirements
Hard skills
- Proficiency in Salesforce administration, configuration, and automation
- Experience with Salesforce Lightning, Process Builder, and Flow
- Familiarity with Apex code basics, APIs, and integrations
Soft skills
- Detail-oriented and technically curious
- Ability to translate user requests into system solutions
- Team-oriented communicator
Education
- Bachelor’s degree in business, information systems, or related field
Certifications
- Salesforce Certified Administrator (required)
- Salesforce Advanced Admin or Platform App Builder preferred
Preferred Qualifications
- Experience supporting B2B or SaaS sales teams
- Familiarity with Salesforce Sales Cloud, Service Cloud, or Pardot
HubSpot CRM Specialist
Position Overview
A HubSpot CRM specialist manages the configuration and maintenance of the HubSpot platform, including contact segmentation, pipeline setup, and marketing automation. They work closely with marketing and sales teams to streamline communication and improve conversion tracking.
Responsibilities
- Set up and maintain pipelines, deal stages, and contact properties
- Configure workflows for email automation, lead nurturing, and alerts
- Manage contact segmentation and list creation for marketing campaigns
- Ensure CRM data cleanliness and user role accuracy
- Train team members on HubSpot tools and best practices
- Monitor lead activity and support performance reporting
Requirements
Hard skills
- Proficiency with HubSpot CRM, Marketing Hub, and Sales Hub
- Experience with email workflows, lead scoring, and automation rules
- Knowledge of HubSpot integrations and API tools
Soft skills
- Process-focused and self-directed
- Strong communication and support skills
- Comfort working cross-functionally with marketing and sales
Education
- Bachelor’s degree in marketing, communications, or business
Certifications
- HubSpot CRM Certification (required)
- HubSpot Marketing or Sales Software certifications preferred
Preferred Qualifications
- Experience supporting campaign tracking and attribution modeling
- Familiarity with GDPR or CAN-SPAM compliance for email workflows