UK

United Kingdom · Marketing · Lead (8-12 years)

Lead CRM & Automation Strategist

Here is the whole job, in plain words. What it is, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

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Free to start: a plan built for this role, and a Future Fluency module to try first. No card.

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Where should we send it?

One email: what AI is changing in this job, the new skills it asks for, where it leads, and where to start free. With a link back here. Nothing else follows unless you confirm your address.

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  • Experience bandLead (8-12 years)
  • Reports toManager, Marketing Operations
  • UK framework levelUsually a manager, or the deepest specialist in a team

Also advertised as CRM Solutions Architect · Marketing Automation Lead · MarTech Strategist · Senior Marketing Operations Specialist

Built on 43,079 real UK job descriptions we analysed · grounded in qualifications employers recognise

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

OCNLR Level 4 Diploma in Digital Marketing OCN London · Level 4 · covers 2 of 4 standards
Pearson BTEC Level 4 Higher National Certificate in Marketing Management for England Pearson Education Ltd · Level 4 · covers 1 of 4 standards
OCNLR Level 4 Award in Social Media Marketing OCN London · Level 4 · covers 1 of 4 standards
OCNLR Level 4 Award in Content Marketing OCN London · Level 4 · covers 1 of 4 standards
ProQual Level 3 Diploma in Social Media Marketing ProQual Awarding Body · Level 3 · covers 1 of 4 standards
Gateway Qualifications Level 2 Award in Digital Marketing Gateway Qualifications Limited · Level 2 · covers 3 of 4 standards

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Social Media Marketing OCNLR Level 4 Diploma in Digital Marketing
Managing Marketing and Digital Communications Pearson BTEC Level 4 Higher National Certificate in Marketing Management for England
Content Marketing OCNLR Level 4 Award in Content Marketing
Digital Marketing Gateway Qualifications Level 2 Award in Digital Marketing

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
AI Governance Fluency using AI responsibly
Automation Fluency building AI into how work runs
Systems Fluency seeing the whole picture
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Your Plan Illustration

Built for Lead CRM & Automation Strategist

4 units that map to this job, from the qualifications that cover it.

  1. Social Media Marketing OCN London · covers 2 of 4 standards Level 4
  2. Managing Marketing and Digital Communications Pearson Education Ltd · covers 1 of 4 standards Level 4
  3. Content Marketing OCN London · covers 1 of 4 standards Level 4
  4. Digital Marketing Gateway Qualifications Limited · covers 3 of 4 standards Level 2
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a Lead CRM & Automation Strategist?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • Prompt Engineering & LLM Integration for Marketing
  • Ethical AI & Data Privacy in Marketing
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Lead CRM & Automation Strategist plan as you set up, starting with a Future Fluency module on using AI in your job. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

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3What this role really is

A Lead CRM & Automation Strategist designs how a business manages customer relationships through CRM and marketing automation systems. The work covers the full customer lifecycle, from first contact to becoming a loyal customer. It means making sure marketing technology tools work together as one system, not separate pieces. This includes shaping how marketing technology supports wider business goals.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

HubSpot Expert

Designing complex workflows, managing lead scoring models, building custom objects and reports, overseeing integrations, and training junior users. You're the platform guru.

Salesforce Marketing Cloud (SFMC) Advanced

Developing complex, multi-channel journeys using AMPScript, managing data extensions, integrating with Sales Cloud, and troubleshooting advanced campaign issues. You're comfortable under the hood.

Segment (or similar CDP) Advanced

Implementing and debugging tracking plans, creating audiences for activation across various tools, connecting new data sources and destinations, and ensuring data quality at the CDP level. You're the data orchestrator.

Tableau (or similar BI tool) Advanced

Connecting to new data sources (e.g., via SQL), creating complex calculated fields, designing executive-level dashboards, and telling a compelling story with data for leadership. You're turning data into decisions.

Zapier / Workato (or similar iPaaS) Advanced

Building multi-step, conditional workflows, using webhooks for advanced integrations, troubleshooting API connection errors, and designing the overall integration strategy between our MarTech tools. You're connecting the dots.

Clearbit / ZoomInfo (or similar Data Enrichment) Advanced

Managing automated enrichment workflows, analysing enrichment fill rates, troubleshooting data mapping issues, and evaluating new data providers to enhance our customer profiles. You're ensuring our data is rich and accurate.

Asana / Jira (or similar Project Management) Advanced

Managing complex MarTech projects (e.g., data migration, new tool implementation), building project templates for the team, reporting on team velocity and strategic initiative progress. You're keeping everything on track.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
MarTech Tool Selection & Implementation Supports research on specific features, tests functionality under guidance. Researches and recommends specific tools for defined problems, helps with implementation tasks. Leads the evaluation and recommendation of new tools, manages implementation projects end-to-end, makes technical decisions.
Lead Scoring & Routing Model Design Applies existing lead scoring rules to new contacts, flags inconsistencies. Optimises existing scoring rules based on performance data, troubleshoots routing issues. Designs new lead scoring models for specific segments, revises existing models based on Sales feedback and data, makes recommendations to Sales leadership.
Data Governance & Quality Standards Performs data cleanup tasks following defined processes, flags duplicate records. Identifies common data quality issues, proposes solutions, helps enforce data entry standards. Designs and implements automated data hygiene processes, develops data quality dashboards, trains team members on best practices.
Team Management & Hiring No direct reports. Focus on personal task execution. No direct reports. May informally guide new joiners on specific tasks. Mentors 0-2 junior specialists, provides feedback on their work, helps unstick them from problems.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Marketing Funnel Velocity
The speed at which leads move through the marketing funnel, from MQL to SQL.
Target · Increase MQL-to-SQL conversion rate by 10% year-over-year.

If our MQL-to-SQL rate was 15% last year, you'll aim for 16.5% this year by optimising nurture sequences and lead scoring.

Process Automation & Efficiency Gains
The number of manual marketing processes automated, and the estimated time savings.
Target · Automate 3-5 major manual processes per year, saving an estimated 20+ hours per month across the team.

Designing an automated data enrichment workflow that reduces manual data entry by 30 hours per month for the CRM team.

MarTech Stack Utilisation & Adoption
How effectively and widely our marketing technology tools are being used by the wider marketing team.
Target · Achieve >90% adoption of core MarTech platform features across the marketing team, with high feature utilisation scores.

Ensuring all campaign managers are consistently using the new A/B testing features in Salesforce Marketing Cloud, rather than manual workarounds.

Data Quality Score (CRM)
A composite score reflecting the accuracy, completeness, and consistency of key data fields in our CRM.
Target · Maintain a data quality score of >95% for critical fields (e.g., email, company, industry, lead source).

Reducing the percentage of contacts with missing industry data from 10% to 4% through better progressive profiling and enrichment strategies.

Strategic Influence & Thought Leadership
How often you're proactively consulted on strategic marketing technology decisions and seen as a go-to expert.
  • You're regularly invited to leadership planning meetings for MarTech roadmap discussions, your opinions are sought on new tool evaluations, and you're seen as the authority on 'what's possible' with our tech stack.
Team Development & Mentorship
Your effectiveness in developing and guiding your direct reports and other junior team members.
  • Positive feedback from your team during 1-to-1s and performance reviews, demonstrable growth in their skills and autonomy, and successful onboarding of new specialists.
Problem Resolution & Root Cause Analysis
Your ability to not just fix immediate issues, but to identify and address the underlying causes of recurring problems within the MarTech stack.
  • A significant reduction in recurring 'sync errors' or 'workflow failures', clear documentation of problem resolutions and preventative measures, and proactive identification of potential system weaknesses before they become critical.
Stakeholder Satisfaction with Automation Programmes
How satisfied internal stakeholders (Sales, Product Marketing) are with the automation programmes and data you provide.
  • Informal feedback, formal surveys, and the absence of complaints about lead quality, campaign delivery, or reporting accuracy. They trust the systems you've built.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Building Scalable Systems

You get a real kick out of designing a new lead scoring model or a multi-channel nurture journey that works perfectly and can handle thousands of leads. You love seeing your architectural blueprints come to life and deliver consistent results.

Spending an afternoon mapping out a complex customer onboarding journey across email, SMS, and in-app messages, ensuring every touchpoint is logical and personalised.

Solving Complex Puzzles

When an integration breaks or a report shows conflicting numbers, you're not frustrated; you're energised. You love digging into the data, tracing the problem across multiple systems, and finding the elegant solution. It's like being a detective for data.

Debugging a sync error between the CRM and a webinar platform, methodically checking API logs, data mappings, and field types until the root cause is identified and fixed.

Driving Measurable Impact

You're motivated by seeing your strategic work translate into better conversion rates, higher customer engagement, or demonstrable ROI. You want to build things that actually move the business forward, not just keep busy.

Presenting a quarterly report showing a 15% increase in MQL-to-SQL conversion directly attributable to the new lead nurture programme you designed and implemented.

What frustrates people
  • The 'Free-Text Field' Nightmare: Sales reps entering data like 'USA', 'U.S.A', 'United States', and 'America' into a country field, making segmentation and reporting a nightmare without hours of cleanup.
  • 'Just Pull Me a Quick List': A seemingly simple request from leadership that ignores five layers of exclusion criteria and complex segmentation logic, derailing your entire afternoon.
  • Shadow IT Fallout: The Sales team buys a new prospecting tool without consulting you, and you're suddenly responsible for figuring out how to stop it from flooding the CRM with thousands of garbage leads.
  • The GIGO Battle: Spending 50% of your time cleaning up messy data and the other 50% trying to convince people to follow the processes so you don't have to clean up messy data.
  • Political Crossfire: Being caught between a Sales VP who claims marketing leads are 'junk' and a Marketing VP who claims Sales isn't following up fast enough, with your data as the only evidence.
  • Resistance to Change: Proposing a brilliant new automation or data governance process, only to face inertia or outright resistance from teams who prefer 'the way we've always done it'.
What this role does not give you
  • A perfectly clean, well-behaved data set – you'll be building it, not inheriting it.
  • An environment free from technical debt or legacy systems – you'll be working to improve it.
  • Complete autonomy without any need for stakeholder buy-in – you'll be influencing and collaborating constantly.
  • A 'set it and forget it' mentality – our MarTech stack needs constant attention and optimisation.

8Who you work with

This role directly impacts our marketing efficiency, customer experience, and ultimately, our revenue growth. You'll be the one making sure our marketing technology stack isn't just a cost centre, but a powerful engine for customer acquisition and retention. Your decisions will influence how well we understand our customers, how effectively we communicate with them, and how accurately we measure our marketing ROI. Frankly, you're building the nervous system of our customer engagement.

Inside the business
  • Marketing Operations Manager (your direct boss, for strategic alignment)
  • Sales Leadership (for lead quality and handover processes)
  • Product Marketing (for campaign content and messaging)
  • Data & Analytics Team (for reporting and data integrity)
  • IT Department (for system integrations and security)
  • Customer Success Leadership (for post-sale engagement strategies)
Outside the business
  • MarTech Vendors (HubSpot, Salesforce, Segment, etc. for product roadmaps and support)
  • Implementation Partners (for large-scale projects or custom development)
  • Industry Peers (for best practices and emerging trends)

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • At least 5 years of hands-on experience as a Senior CRM Specialist or Marketing Automation Manager, demonstrating a clear progression in technical complexity and strategic ownership.
  • Proven ability to design, build, and launch complex multi-channel marketing automation programmes from scratch.
  • Strong understanding of relational databases and data modelling principles, ideally with some SQL experience.
  • Demonstrable experience in integrating multiple marketing and sales platforms (e.g., CRM with a webinar tool, CDP with an ad platform).
  • Experience leading small projects or mentoring junior team members, showing early signs of leadership potential.
  • A track record of identifying and resolving complex technical issues within a MarTech stack, not just executing tasks.

10What to practise next

Where the job is going, and what to do about it starting this week.

Composable CDP Architecture & Data Orchestration

The trend is moving away from monolithic platforms towards 'composable' stacks where best-of-breed tools are integrated. You'll need to understand how to design and manage a flexible Customer Data Platform (CDP) that acts as the central hub, orchestrating data flow between various marketing, sales, and service tools.

Event-Driven Architecture · API Management & Security · Data Schema Design & Enforcement · Real-time Personalisation & Activation

  • This week: Research leading CDP platforms (e.g., Segment, Tealium, mParticle) and understand their core functionalities and architectural patterns.
  • This month: Map out our current data flow between 3-4 key MarTech tools, identifying bottlenecks and potential points of failure.
  • Month 2: Develop a proposal for how a composable CDP could improve our customer data strategy and activation capabilities.
  • Month 3: Begin experimenting with a CDP sandbox environment, building a simple real-time audience segment and activating it in a test channel.

Quick win: Identify one key data point that's currently inconsistent across two platforms and propose a standardised tracking plan for it, using a CDP-first approach.

11Staying current once you are in

What people here do to keep up
  • Regularly attend industry conferences (e.g., MarTech, Dreamforce, INBOUND) to stay abreast of new technologies and best practices.
  • Actively participate in online communities and forums for CRM and marketing automation professionals, sharing knowledge and learning from peers.
  • Undertake continuous learning through online courses (e.g., Coursera, Udemy) in areas like advanced SQL, Python for data analysis, or API development.
  • Seek out mentorship from senior leaders in Marketing Operations or MarTech to refine your strategic thinking and leadership skills.
  • Contribute to internal knowledge sharing sessions, presenting on new tools or successful automation programmes you've designed.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

Prompt Engineering & LLM Integration for Marketing

Competitors are already using Large Language Models (LLMs) to draft personalised email variations, summarise campaign performance, and even generate audience segments in minutes. Strategists who figure this out will outproduce peers and unlock new levels of personalisation. This isn't future-gazing; it's happening now.

  • Context Windows & Token Limits
  • Temperature Settings for Creative vs. Factual Tasks
  • RAG (Retrieval-Augmented Generation) Architectures
  • Output Validation & Hallucination Detection
  • Prompt Chaining for Complex Automation

Ethical AI & Data Privacy in Marketing

As AI becomes more embedded in personalisation and targeting, the ethical implications and potential for bias are growing. Regulators and consumers are increasingly scrutinising how companies use AI with personal data. You'll need to be the voice of ethical data use in our automation strategies.

  • Algorithmic Bias Detection & Mitigation
  • Explainable AI (XAI) in Marketing
  • Data Governance for AI Models
  • Consumer Trust & Transparency

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Lead Lifecycle Management & Optimisation
  • Marketing Attribution Modelling & Reporting
  • Advanced Customer Segmentation & Personalisation
  • Data Hygiene, Governance & Architecture
  • Complex Campaign Automation & Nurture Sequencing
  • Compliance & Privacy Frameworks (GDPR/CCPA)

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    Senior Marketing CRM Specialist (L3)

    3-5 years in previous role

    Skills to master

    • Mastering complex automation design, leading data integration projects, effectively mentoring junior team members, and presenting technical solutions to non-technical audiences.

    You're ready to move on when

    • You've successfully led several end-to-end automation projects without significant supervision.
    • You're the go-to person for complex technical questions within your team.
    • You've actively mentored 1-2 junior specialists and helped them grow.
    • You can confidently present and defend your technical recommendations to senior stakeholders.
  2. 2

    Marketing Operations Analyst / Manager

    5-8 years in previous role

    Skills to master

    • A broader understanding of marketing operations beyond just CRM, including budget management, campaign reporting, and overall process optimisation. Strong analytical skills for measuring marketing performance.

    You're ready to move on when

    • You have a solid grasp of the entire marketing funnel and how CRM impacts each stage.
    • You're comfortable working with large datasets and translating them into actionable insights.
    • You've demonstrated an ability to improve overall marketing efficiency through process improvements.
    • You're seen as a reliable partner by both marketing and sales teams.
  3. 3

    MarTech Consultant (Agency/Vendor Side)

    6-10 years in previous role

    Skills to master

    • Exposure to a wide variety of MarTech stacks and business challenges across different clients. Strong client management, project delivery, and solution design skills.

    You're ready to move on when

    • You've successfully delivered complex MarTech projects for multiple clients.
    • You're adept at understanding diverse business requirements and translating them into technical solutions.
    • You have strong presentation and client communication skills.
    • You're comfortable evaluating and recommending various MarTech platforms.

15Where this role leads

The long view: This role can lead to Director of Marketing Technology, VP of Revenue Operations, or Chief Marketing Officer.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Lead CRM & Automation Strategist is actually changing.

Where it leads

Roles this leads to

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Social Media Marketing, worked against Lead CRM & Automation Strategist.

Social Media Marketing Level 4

Applied to your work in Lead CRM & Automation Strategist

The objective of this unit is to equip learners with the knowledge and skills to effectively utilise social media for marketing purposes. Learners will understand the role of social media in marketing, identify different platforms and their target audiences, develop social media marketing strategies, create engaging content, manage online communities, and analyse campaign performance.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

Start my Lead CRM & Automation Strategist plan, free
See Your Progress Grow Illustration
Lead CRM & Automation Strategist
  • Lead Lifecycle Management & Optimisation
  • Marketing Attribution Modelling & Reporting
  • Advanced Customer Segmentation & Personalisation
  • Data Hygiene, Governance & Architecture
  • Complex Campaign Automation & Nurture Sequencing
  • Compliance & Privacy Frameworks (GDPR/CCPA)
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Lead CRM & Automation Strategist is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Manager, Marketing Operations (L5)

    3-5 years in Lead role

    You'll move from leading a specific MarTech domain to directing an entire function. This means managing a larger team (including other Leads), owning the overall MarTech budget, and being responsible for the reporting and analytics for the entire Marketing department.

    • Overall MarTech stack governance and roadmap planning.
    • Defining and owning the Marketing department's P&L contribution.
    • Cross-functional strategic planning, aligning Marketing Ops with Sales Ops and other departments.
    • Driving cultural adoption of new technologies and processes across a larger organisation.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, the world of CRM and marketing automation is getting more complex by the day. You're juggling strategic design, team leadership, and making sure everything actually works. The good news? AI isn't here to replace you; it's here to give you superpowers, freeing you up from the tedious stuff so you can focus on the big, impactful strategic work.

As a Lead CRM & Automation Strategist, your time is precious. Imagine if you could offload the repetitive analysis, the manual segmentation, or even the first draft of complex campaign copy. That's exactly what AI can do. It's about augmenting your expertise, not diminishing it. We're building an 'AI Productivity Hub' to help you integrate these tools seamlessly into your daily workflow, giving you back hours every week.

Predictive Lead Scoring Automation

Use AI models (like Salesforce Einstein or HubSpot's predictive scoring) to analyse historical data and automatically score new leads based on their likelihood to convert. This replaces manual, rule-based systems and ensures Sales gets the hottest leads faster, letting you focus on optimising the overall model, not tweaking individual rules.

Accelerated Audience Segmentation & Insights

Leverage AI tools to analyse your entire customer database and identify hidden micro-segments with high conversion potential that would be impossible to find through manual queries. This means you can design hyper-targeted campaigns based on actual behavioural patterns, not just broad demographics, and spend your time on strategy, not endless data exploration.

AI-Assisted Personalised Content Generation

Use generative AI to create dozens of variations of email subject lines, headlines, and body copy tailored to specific customer segments, enabling hyper-personalised A/B testing at scale. This drastically reduces copywriting time and brainstorming for personalisation, allowing you to focus on the overall campaign strategy and messaging effectiveness.

Automated Performance Summaries & Anomaly Detection

Connect AI tools to analytics platforms to automatically generate plain-language summaries of complex campaign performance reports, highlighting key insights, trends, and anomalies for stakeholder updates. This automates the tedious task of translating data tables and charts into executive-ready narratives, freeing you up for deeper strategic analysis and action planning.

Common questions

Common questions

How do you become a Lead CRM & Automation Strategist?

Common routes in include Senior Marketing CRM Specialist (3-5 years in previous role), Marketing Operations Analyst / Manager (5-8 years in previous role) and MarTech Consultant (Agency/Vendor Side) (6-10 years in previous role). Times vary with prior experience.

Where can a Lead CRM & Automation Strategist progress to?

This role can lead on to Manager, Marketing Operations (3-5 years in Lead role), depending on the skills you build.

What new skills matter most for a Lead CRM & Automation Strategist?

Increasingly, Prompt Engineering & LLM Integration for Marketing and Ethical AI & Data Privacy in Marketing. These are the skills our record of this role lists as growing.

Free tools

Want a read on where you stand?

Three free tools, no account needed. Each one ends with a role, a level and a way in.

Read the Zavmo manifesto to understand how you will be taught Meet your tutors

Or try another one

17Where to go from here

Other roles at Level 5

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in marketing

Stay in the field you know and move sideways rather than up.
If you leave this industry

The strategic thinking, system design, data governance and leadership skills built in this role apply beyond MarTech. They can lead into broader Marketing Operations, product management for a MarTech vendor, or general business operations and consulting roles centred on process improvement and data-driven decisions.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my Lead CRM & Automation Strategist plan, free What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.