#11 Ernest Ang | Why comparing CRM to a race car improves your strategy

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Meet Ernest

Currently leading CRM and Organic Social at Travel Circus in Berlin, Ernest has worked across Singapore, Sweden, and Germany. With a decade in marketing and a mind wired for frameworks, he’s obsessed with turning customer engagement into measurable growth.

In this episode, you’ll learn how to:

• Think of CRM as a self-sustaining growth engine
• Use race car metaphors to make strategy stick with stakeholders
• Balance data-driven decisions with marketing intuition
• Choose MarTech tools with a structured, no-fluff approach
• Align CRM efforts across departments - from tech to legal

Episode Breakdown

• 00:00 – Ernest’s international journey and current role at Travel Circus
• 02:40 – Changing the perception of marketing as a “cost”
• 04:50 – Attribution, AB testing, and the balance of data and intuition
• 06:55 – The “race car” CRM framework explained
• 10:30 – Fueling CRM: people, tech, process, and business goals
• 13:30 – Turbo boosts: campaigns like Black Friday and Valentine’s
• 14:45 – Using frameworks to communicate with stakeholders
• 16:45 – CRM tech migration: switching to Bloomreach
• 18:50 – Segmentation, RFM modeling, and tool evaluation
• 21:15 – The NABC framework for evaluating MarTech
• 23:00 – Why knowing frameworks isn’t enough - you have to apply them

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