CRM, data & automation

Yes. The program guides you through the strategic thinking process around either implementing a CRM or optimizing an existing one. You will learn to identify your organization’s specific needs, structure the associated processes, and define the key criteria for selecting or adapting a CRM solution aligned with your marketing, sales, and operational objectives.

Absolutely. The entire module is built around real-world situations, practical cases, and examples drawn from organizations of different sizes and sectors. These cases help you understand how the concepts taught apply in diverse professional contexts, while highlighting the pitfalls to avoid and the levers to activate for an effective CRM and data strategy.

Yes, that is actually one of the objectives of the module. You will develop a clear understanding of data architectures, automated workflows, and segmentation logics, which will allow you to engage more effectively with technical teams. You will thus be better equipped to manage projects cross-functionally and to bridge the gap between business needs and technical constraints.

No. The content is designed to adapt to a wide range of contexts, including SMEs and more agile structures. You will discover methods and tools that can be deployed even with very limited resources. The approach is resolutely pragmatic, results-oriented, and focused on optimizing what already exists, without reliance on complex or costly systems. The instructor has extensive field experience and has successfully supported organizations of all sizes, from micro-enterprises to large corporations, ensuring examples and recommendations tailored to all.

Yes. The module introduces the principles of marketing automation and lead nurturing with an accessible approach. You will learn how to design workflows, structure automated campaigns, and choose the right tools without needing to know how to code. The goal is to make these techniques understandable and directly actionable for non-technical profiles.

A CRM is the central tool for managing customer relationships, structuring interactions, and centralizing data. Marketing automation refers to automated processes (emails, scoring, reminders) triggered by behaviors or profiles. Lead nurturing is a strategy that leverages these tools to guide prospects through their journey by delivering the right content at the right time. The program clarifies these differences and shows how to articulate them effectively.

Yes, but only at an introductory level. The module raises awareness of data protection issues and regulations such as the LPD/GDPR, mainly to understand their impact on CRM, data, and automation projects. However, it does not go into depth on legal or technical aspects of compliance. For full mastery of these topics, we recommend the dedicated Data Protection & AI program, which provides comprehensive and practical coverage of regulatory compliance.

Yes. The program is designed for immediate applicability. At every stage, you are invited to reflect on your own challenges, work on cases close to your reality, and build solutions adapted to your professional environment. The goal is for you to leave with tools, methods, and ideas that can be directly activated in your organization.