The CRM community we always needed
CRM professionals are often the only ones in their organisations who truly understand the complexities of customer relationships, automation, and data-driven decision-making. Yet, we lack internal mentors, structured guidance, and a peer network to turn to for support.
Doing CRM alone shouldn’t be the norm
That’s why we built this community - to connect CRM professionals who feel stuck, unsupported, or overwhelmed with others who have been in their shoes and found a way forward.
Through our experience in CRM rescue missions, strategy execution, and system optimisation, we saw the same patterns again and again: businesses had the right technology, but they lacked the strategy, alignment, and practical guidance to make CRM work for them.
Kristin Makin
A seasoned CRM and VIP marketing expert, Kristen’s journey began in the online gaming industry during the early 2000s, where she had the privilege of working with some of the most innovative developers in the world. Throughout her career, she has successfully managed customers and teams on an international scale, with responsibility for over 70% of net revenue from existing customers.
Ian Sampson
A seasoned professional with a rich history in technology and business, he started his career as a Chartered Accountant with Ernst & Young, but his expertise has always revolved around the practical application of cutting-edge technology to improve businesses. This passion has seen him working for some of the world’s largest companies across the globe
Fiona Nilsson
A qualified and experienced senior Marketing Executive who has worked with customer-centric companies spanning Australia, New Zealand, Europe, Asia, the UK, Ireland, and the USA, Fiona is passionate about the data and customer insights needed to make pragmatic business decisions within a marketing framework.
Meet the minds behind
the movement
We wrote The Move Methodology and The Missing Manual for CRM to bridge the gap, but we knew a book alone wasn’t enough. People need real conversations, collaboration, and ongoing support to make lasting change.
Now, inside this community, CRM professionals go from confusion to clarity, underwhelming to optimised, and passive use to strategic impact. They build better systems, automate smarter, and create customer experiences that drive real business growth. But most importantly, they find a network of like-minded peers who truly get it.
