#06: How to position & use CRM as a key Growth function with Karan Gupta (Global Head of CRM at Marley Spoon)

In this week's episode, I chatted with Karan Gupta, currently leading CRM at Marley Spoon. He previously has also worked with Grover where he helped them reduce net customer churn to less than 1% from 7% within 6 months as well as transformed and optimized core engagement & retention metrics during the Black Friday mania: Activation rate (+52%),  upsell rate (+140%),  reactivation rate (+83%), win-back rate (+58%). He played an instrumental role in evolving Marley Spoon's CRM team to cope with their hypergrowth phase as well. Some of the topics we covered in the session: How Karan helped Grover's CRM team evolve from a support function to a key growth driver. We talk about how to get senior leadership to buy in for CRM initiatives. We discuss how Karan uses the "Unify, Orchestrate & Personalize" framework to drive great CRM results. Marley Spoon has grown more than 800% in the last 5 years & CRM played a key role in this growth. We spoke about what it meant to support this growth from a team evolution perspective and manage such hyper-growth scenarios. We speak about the industry changes from a CRM perspective - org. structure, team setup, etc. Enjoy the episode!