Overview

Google, IBM & Meta Certificates – 40% Off

One plan covers every Professional Certificate on Coursera.

CRM data holds the full story of how leads become customers, but most teams only track surface level metrics. In this course, you’ll learn how to analyze CRM data to understand lead progression, identify revenue bottlenecks, and improve customer engagement. You’ll begin by exploring the customer lifecycle, from new leads to closed deals, and learn how to measure conversion rates between each stage. Using real-world pipeline data, you’ll identify where leads drop off and calculate the true impact of those losses. You’ll also learn how to measure pipeline velocity to uncover hidden process inefficiencies. Next, you’ll move into applying CRM insights to drive action. You’ll learn how to segment audiences using data like lead score, purchase history, and engagement signals. You’ll design personalized marketing workflows that deliver the right message at the right time, replacing generic campaigns with targeted, data-driven communication. Through hands-on activities, you’ll audit a sales pipeline, build a funnel analysis, and design a complete automation workflow. This course is best suited for marketing professionals, CRM specialists, sales operations professionals, and marketing analysts who want to use customer data to improve lead management, customer engagement, and conversion performance. A basic understanding of marketing, sales funnels, or analytics, along with familiarity with spreadsheets, is helpful for success in this course. By the end of the course, you’ll be able to translate CRM data into clear recommendations that improve conversion rates, customer engagement, and marketing performance.

Syllabus

CRM: Track the Lead Lifecycle

This module enables you to analyze CRM pipeline data to track lead progression, identify conversion bottlenecks, and evaluate customer lifecycle movement from first contact to closed deal. You will work with core CRM metrics such as MQLs, SQLs, conversion rates, and pipeline velocity to understand where leads are advancing, stalling, or being lost. The module also focuses on practical pipeline diagnostics using leaky bucket analysis, funnel reporting, and velocity tracking rather than abstract CRM terminology. By the end, you will be able to calculate stage-to-stage conversion rates, identify the highest-impact pipeline bottlenecks, and communicate actionable CRM insights tied to revenue outcomes.

CRM: Personalize with Insights

This module enables you to use CRM data to build audience segments and design personalized marketing automation workflows that improve engagement and retention. You will define dynamic customer segments using fields such as lead score, purchase history, and engagement recency, then apply those insights to trigger targeted automation sequences. The module also emphasizes practical workflow design concepts, including trigger conditions, sequential actions, suppression rules, and exit criteria using tool-agnostic CRM logic. By the end, you will be able to design data-driven personalization workflows, create meaningful customer segments, and align CRM messaging strategies with customer lifecycle behavior and business goals.