INSIDE CRM

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

Jessica Jantzen Season 1 Episode 11

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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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