#8 Milica Markovic | How a single Google Sheet can fuel your whole CRM automation
Episode description
INSIDE CRM with Milica Markovic: Mastering Marketing Automation Through Simplification
Step into the world of innovative CRM solutions as Milica Markovic, a CRM expert at kfzteile24, shares her approach to managing customer engagement across a 5-million-product automotive parts marketplace. Drawing from her experience at Smava and her current role, Milica demonstrates how to transform complex marketing automation into streamlined, efficient processes.
Her team shifted from 80% routine tasks to focused innovation through strategic automation. By treating messaging as code rather than design, they implemented a system using Google Sheets and CSV files to manage complex personalization at scale. Through smart segmentation and strategic use of Bloomreach, they achieved one-to-one personalization without overcomplicated solutions.
The episode reveals practical insights into building scalable automation systems through asset farms, master templates, and recommendation engines. Milica's team achieved 1.5 billion template combinations while maintaining operational simplicity. She emphasizes giving teams freedom to experiment, leading to successful initiatives in contextual personalization and AI-driven content creation, while maintaining focus on revenue growth and customer lifetime value.
00:00 Introduction to Milica and Her Background
03:15 Simplifying Complex Marketing Automation
07:45 Building the Google Sheets System
12:30 Achieving One-to-One Personalization
16:20 Team Innovation and Experimentation
20:15 The Future of CRM and Marketing Automation
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