In-House vs. Platform-Side CRM: What I’ve Learned from Both Worlds
When I first stepped into the CRM world, I worked as a CRM and Community graduate at a mid-sized FinTech company. We brainstormed campaign ideas, built seasonal calendars, and worked across teams on every part of delivery — from briefing content and design, to testing and launch.
Now, my role looks very different. At Cisco, we support clients using our enterprise CRM platform, Webex Campaign and Webex Connect. Clients send us their campaign assets, and we handle the technical execution — building, testing, and scheduling their email and SMS campaigns. My work sits at the intersection of delivery, technical support, and client coordination.
It’s not quite agency. It’s not quite in-house. It’s somewhere in between.
What Changed: In-House vs. Platform-Side Delivery
Working on both sides — first in-house and now as part of a platform-side managed service team — helped me see how much team structure, ownership, and daily pace can shape the CRM experience.
In-house CRM day to day:
Managed campaign calendars and brainstormed ideas with the CRM team
Joined monthly meetings with broader marketing to align on goals
Proposed A/B testing ideas and evaluated performance
Built and launched campaigns directly
Platform-side delivery day to day:
Aligned with clients on delivery timelines and asset readiness
Built, tested, and scheduled campaigns using our internal tools
Worked across multiple clients and campaigns at once
Communicated status updates and clarified technical constraints
What Surprised Me About Platform-Side Work
Less creative control, but deeper technical learning
I sometimes miss the creative ideation sessions, but I’ve gained a much stronger understanding of how platforms work behind the scenes. It’s helped me see what CRM is really capable of, especially when paired with the right data.
More process-heavy, but much more scalable
At my previous job (especially in crypto industry), we moved fast and adjusted quickly. In a managed service, especially at enterprise scale, there are more layers of approval, QA, and compliance. Things can feel slower, but they’re designed to be more consistent and repeatable.
Communication becomes a core skill
Now I communicate with clients directly, I’ve learned how to explain platform limitations in simple terms, manage delivery expectations, and find solutions quickly. Especially when something goes wrong or when the client needs clarification.
Tools shape strategy more than I expected
In smaller teams, we had limited tools and resources. Even if we had data in our database, we used it more for segment filtering than as dynamic content within an email.
At Cisco, supporting large enterprises, I’ve seen what’s possible when CRM is powered by robust data. It’s a whole new level, and it’s expanded how I think about CRM’s role in lifecycle marketing.
Final Thoughts
There’s no “better or worse,” just different. I didn’t plan to move into a platform-side CRM delivery role, but I’m glad I did. My early experiences gave me a creative foundation; now I’m building technical skills, cross-functional communication, and a product mindset.
I sometimes miss the fast pace and creative ownership of smaller teams, but I’ve also learned how CRM operates at scale, and that’s a skill set I’m proud to grow
Takeaway
This role shifted how I see CRM. It’s not just about being creative; it’s about understanding platform limitations, data structures, and how to make each message feel relevant to customers, not just delivered or dismissed as inbox spam.
Have you worked across in-house and vendor-side CRM too? I’d love to hear what you’ve learned.
