About Craig Kent, independent CRM consultant
I’m Craig, founder of The CRM Guru. I’ve spent more than 25 years in CRM and customer marketing, and I’ve run my own consultancy since 2014, working with 45+ businesses from fast-growing brands to household names.
Background
Before going independent, I ran CRM and loyalty at Ladbrokes for five years, managing a 250,000-customer reward scheme, and held marketing roles across the travel industry.
Since setting up The CRM Guru in 2014, I’ve worked across professional services, telecoms, retail, food, D2C, travel, finance, education, charity, and oil and gas, for clients including S&W, Pilgrim’s Europe, Huel, PhotoBox, Three, PayPal and Shell.
How I work
Independent of vendors
I’m not tied to any CRM platform, so recommendations are about what fits your business, budget and team.
Strategy and delivery
I don’t hand over a strategy and walk away. I’m as comfortable in a board workshop as working through data migration with your partner.
People first
A CRM only pays back when people use it, so training, adoption and change are part of every engagement.
Clear, measurable outputs
A 90-day roadmap from the Health Check, a monthly scorecard on a retainer, and fixed deliverables for every selection phase.
Working together
I work through my own limited company, The CRM Guru Ltd, and all engagements are structured outside IR35. I’m accredited by the DMA (Data & Marketing Association).
I’m based in London and work with clients across the UK, on site and remotely, in three ways: the CRM Health Check, Fractional Head of CRM and CRM Selection & Transformation.
Let’s talk about your CRM
Tell me where your CRM is today and what you’d like it to do. No pitch, just a straight conversation about whether one of these three ways of working fits.