FOR CRM PRACTITIONERS
Move from CRM execution to transformation leadership.
You already sit closest to the truth of CRM — what users avoid, what data can't be trusted, what keeps breaking. Turn that into the language, judgment, and framework capability that gets you into the decisions.
20+
certified in the founding cohort
2
self-paced programs
#1
universal CRM CoE standard
~3mo
to certification, at your own pace
You're already doing the work. You're just not in the room.
You get invited to build, not to decide
There's no credential that says you can run a CRM CoE.
Your role is changing faster than your skills
AI is growing and your training hasn’t kept up.
You can see it, but can't get heard
You lack the shared language executives use to weigh decisions.
A CRM CoE takes more than one kind of expert
A common language only creates value when the whole team speaks it. Find where you sit.
Run the CoE
You own the standard and the roadmap. You're accountable for whether CRM delivers.
CoE leads · Platform owners · Product owners
Build in the CoE
You set the guardrails and ship the work. You carry the consequences when standards are missing.
Architects · Developers · Admins · QA & test automation · Release/DevOps · Security & compliance
Deliver through the CoE
You move CRM change through the organization. Adoption lands on you when it fails.
Project managers · Program managers · Delivery leads · Change & enablement leads · Business analysts
Work alongside the CoE
Your results depend on CRM working. So you need a say in how it's governed.
RevOps · SalesOps · MarketingOps · ServiceOps · CX · Data & analytics leads · Data stewards
Start with the CRM CoE knowledge test
A practical readiness check on the roles, maturity concepts, governance patterns, and operating language behind the CRM CoE ecosystem. No cost, no commitment.
Take the knowledge testWhat you'll do differently
THE CAREER MOVE
Practitioners sit closest to the truth of CRM. The gap isn't knowledge — it's the shared language that turns what you already know into influence executives can act on.
That's what the framework gives you, and what the credential makes visible.
The framework, not just the platform
Both programs teach the Master Framework — the same published standard the Alliance is built on. You learn the structure that turns CRM work into governed, measurable transformation.
6 Pillars
Strategic alignment, governance, ROI realization, collaboration, stewardship, and skills — the core work of a CoE.
3 Domains
Foundation, Operations, and Customer Centricity — the full scope a CRM CoE owns.
5 Cultural aspects
Data, people, process, technology, and agility — what makes maturity sustainable.
5 Business outcomes
Reduce risk, improve adoption, lower OpEx, increase NPS, grow revenue — how your work gets measured.
Self-paced modules. Live expert sessions.
You learn on your schedule — but you're never learning alone.
10 self-paced modules
Work through the framework on your own schedule, with a quiz at the end of each module to check your grasp.
Live sessions, every other Saturday
Join industry experts, working practitioners, and CRM CoE Ambassadors. Ask real questions about real situations.
Miss one? It's recorded
Every past session is available on demand, so a busy fortnight never puts you behind.
Capstone on a real company
Run an actual maturity assessment using our assessment app — on your own organization, or a fictitious one if you'd rather not use internal data.
Certification & ceremony
Earn the credential and be recognized at the graduation celebration — with the cohort who got there with you.
Most certifications end with a multiple-choice test. Yours ends with a maturity assessment you actually ran — work you can talk about in your next interview or leadership meeting.
Taught by the people who wrote the standard
Not a repackaged platform course — mentorship from practitioners who built CRM CoEs and published the framework.
Velu Palani
Lead Faculty · Founder
Co-author of the Master Framework. 25 years building and architecting CRM on Salesforce.
Charlie Havens
Faculty · Governance
Co-author of the Master Framework. Specialist in CRM strategy, governance, and process optimization.
Andy Roy
Faculty · AI & Automation
Leads AI business automation at Improvize. Background across Microsoft, Razorfish, Experian, and Wipro.
Blanca Leon-Carter
Faculty · Architecture
Salesforce MVP Hall of Fame and Well-Architected Ambassador. Innovation Architect at DeVry University.
Naren Karthik
Faculty · [Specialism]
Strategy and CRM CoE Director, Health Insurance Payor
Choose by intent, not by seniority
One builds the shared language. The other builds the people who lead with it.
CRM CoE Foundations
$495
The shared language. Whatever your role — building, delivering, or depending on CRM — you get a clear operating model and a practical understanding of how governance, data, adoption, delivery, AI readiness, and value fit together.
Features include:
- 10 self-paced modules, each with a quiz
- Live sessions every other Saturday
- Full library of past session recordings
- Capstone using the assessment app
- Certification & celebration ceremony
- CRM CoE Alliance Community access
CRM CoE Leadership Mastery
$1295
The leadership track. For practitioners and emerging CoE leaders ready to apply the framework to maturity assessment, executive alignment, roadmap design, and measurable CRM transformation.
Features include:
- Everything in Foundations
- 1:1 coaching — 4 sessions
- Career branding spotlight
- Custom career development plan
What certified practitioners say
20 practitioners have come through the framework so far.
Baskar Manickkam
Principal CRM Salesforce Architect, Health Insurance Payor
"What stood out most to me was the 'realm of interest' framework for a Center of Excellence, and how each realm is tied to well-defined KPIs across functions. The content is highly structured, practical, and above all, actionable. The real-world insights from the industry guest speakers—especially looking through an AI lens—really brought the concepts to life."
Jane Doe
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Jim Doe
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Testimonials reflect individual views and experiences, not endorsements by their employers.
