Driving Success: Team Structure and RACI in a Global Organisation


Join Talha Ihsan, our CRM expert, as he explores the critical role of Customer Relationship Management (CRM) in global business and how team structuring and RACI frameworks drive industry success.

In the dynamic world of global business, where customer relationships are paramount, the role of Customer Relationship Management (CRM) is more critical than ever. This article explores the importance of team structuring and RACI (Responsible, Accountable, Consulted, Informed) frameworks and how they drive success in various industries.


The Global Perspective 

In today's interconnected world, companies often operate on a global scale. Expanding into diverse markets and customer segments demands a robust and adaptable team structure. For CRM, ensuring seamless collaboration among teams across regions is crucial for delivering consistent and personalised customer experiences. 


Team Structuring for Effective CRM 

Centralised CRM Leadership: Establish a centralised CRM leadership team overseeing the strategic direction and implementation of CRM initiatives across all markets. This team ensures that global CRM efforts align with the organisation's overall goals and customer-centric vision. 


Regional CRM Teams: Create regional CRM teams responsible for executing local CRM strategies and tailoring initiatives to meet the unique needs of customers in different regions. These teams provide valuable insights to the central CRM leadership. 


Cross-Functional Collaboration: Promote cross-functional collaboration between CRM teams and other departments, fostering a holistic view of the customer journey and enabling seamless handoffs throughout the customer lifecycle. 


Technology Integration: Implement a unified CRM platform that allows teams to work collaboratively, share data, and access customer information in real-time, enhancing efficiency and consistency in customer interactions.


The Power of RACI in CRM 

Defining Roles and Responsibilities: Utilise the RACI framework to define clear roles and responsibilities for each team member involved in CRM activities. Clear delineation of roles is essential, particularly in industries where precision, compliance, and customer care are critical.


Streamlining Decision-Making: RACI facilitates effective decision-making processes by providing clarity on who has the authority to make decisions and who needs to be consulted for their expertise. This streamlines operations and reduces the risk of bottlenecks. 


Accountability and Ownership: The RACI framework fosters a culture of accountability, enhancing productivity and ensuring efficient execution of CRM initiatives. 


Aligning Global and Local Efforts: RACI helps align global CRM strategies with localised execution, ensuring consistency in customer experiences across markets. 



In a customer-centric landscape, seamless collaboration, clear roles, and accountability are essential for delivering personalised and meaningful experiences. CRM extends far beyond sales and marketing—it is a driving force that influences long-term relationships and business growth. By embracing a well-structured CRM team and leveraging the RACI framework, organisations can foster a culture of collaboration, ownership, and customer-centricity. Together, we can harness the potential of CRM to create a brighter future for companies worldwide. 

If you have any further questions about structuring a team for effective CRM or would be interested in discussing other benefits of CRM systems, please get in touch with us to arrange a call.