Journal
Blog
New to the vocabulary? Start with the CRM glossary.
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Data & personalisation ·
Snowflake, CDP and the experience layer: a conversation between Zeotap and Glassjaw
Shorter procurement, governance inherited rather than mirrored, and one set of definitions behind both the dashboard and the campaign tool. Zeotap and Glassjaw on what a warehouse-native CDP changes for activation teams, and when it is the wrong answer.
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CRM strategy ·
Handing a CRM programme back to an in-house team
A good handover transfers decisions, not just logins. What to document, how to run the parallel period, and what tends to break in the first ninety days after.
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Platforms & implementation ·
The questions to ask when choosing a CRM stack
How to choose between engagement platforms, CDPs, warehouses and reverse-ETL tools by asking about data ownership, cadence, running cost and team fit.
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Testing & optimisation ·
A testing cadence that survives a busy quarter
How to keep a CRM testing programme running at a steady weekly rhythm with a real backlog, honest sample sizes, one variable at a time and a decision log.
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Testing & optimisation ·
The campaign QA checklist we run before every send
The standing pre-send checklist we work through on every campaign: audience counts, rendering, links, technical checks, sign-off and the first half hour after send.
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Testing & optimisation ·
Connecting CRM activity to revenue you can defend
A practical route from campaign metrics to CRM revenue: define incremental lift, agree an attribution rule and report numbers finance will accept.
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Industry notes ·
Multilingual campaign ops without the chaos
How we run weekly CRM campaigns across a dozen languages using one journey, locale-driven content, a fixed translation window and per-locale QA.
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Lifecycle & retention ·
Designing an onboarding journey around one first action
Onboarding fails when it explains features instead of removing obstacles. How we pick the activation moment and build the first thirty days around it.
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Data & personalisation ·
A segmentation framework your team can actually maintain
Most segmentation decks describe segments nobody can build. Here is a three-layer framework that survives platform migrations, staff changes and audit season.
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Platforms & implementation ·
IP warming from zero without wrecking deliverability
A practical IP warming plan for new sending infrastructure, from authentication and seed list selection through a four-week ramp you can defend.
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CRM strategy ·
A CRM audit checklist that changes what you ship next
How we run a CRM audit in two weeks, what to pull, what to measure, and how to turn the findings into a ranked backlog instead of a slide deck.
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CRM strategy ·
Briefing a CRM agency: what to hand over on day one
What to give a CRM agency at kickoff so the first month produces work rather than discovery: access, constraints, the numbers you argue about, and who decides.