Marketing & Communication

Marketing Automation and CRM

Marketing automation and CRM systems help organisations nurture leads and personalise communication at scale. This course covers lead scoring, segmentation, automated journeys, email workflows, CRM data quality, sales and marketing handover, platform selection and measuring automation performance.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Many companies buy automation platforms but use only basic email features. You will learn to get real value from marketing automation and CRM.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Workflow design exercises, lead scoring workshops, platform demonstrations and case studies.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Explain marketing automation and CRM concepts
Design segmentation and lead scoring
Build automated nurture journeys
Maintain CRM data quality
Align sales and marketing handover
Measure automation results

Target audience

Who should attend.

This course is suitable for:

Marketing operations professionals
CRM managers
Digital marketers
Sales operations staff
Marketing managers

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Lead scoring
Journey design
Data quality
Sales alignment
Performance measurement

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Automation and CRM

09:00–10:08Concepts and platforms
10:08–11:00Use cases
11:00–11:30Coffee break
11:30–11:45Use cases (continued)
11:45–12:53Maturity
12:53–14:00Exercise

Day 2Segmentation and Scoring

09:00–10:08Segmentation
10:08–11:00Lead scoring models
11:00–11:30Coffee break
11:30–11:45Lead scoring models (continued)
11:45–12:53Data requirements
12:53–14:00Workshop

Day 3Journeys

09:00–10:08Nurture journeys
10:08–11:00Triggers
11:00–11:30Coffee break
11:30–11:45Triggers (continued)
11:45–12:53Personalisation
12:53–14:00Exercise

Day 4CRM and Sales Alignment

09:00–10:08Data quality
10:08–11:00Lead handover
11:00–11:30Coffee break
11:30–11:45Lead handover (continued)
11:45–12:53Service level agreements
12:53–14:00Case study

Day 5Measurement

09:00–10:08Funnel metrics
10:08–11:00Optimisation
11:00–11:30Coffee break
11:30–11:45Optimisation (continued)
11:45–12:53Platform roadmap
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon certificate of attendance. Smart Horizon programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

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