CRM Agency Secrets: CRM Admin vs CRM Manager – Who Does What?

Struggling to Understand CRM Roles? You’re Not Alone 

Are you confused about who handles what in your CRM system?
Picture this: your CRM is overflowing with leads, contacts, and tasks — yet the team is frustrated, and performance is slipping.

What if the problem isn’t the tool itself, but a misunderstanding of the roles behind it?

When working with a CRM agency, knowing the distinction between a CRM administrator and a CRM manager is critical. Though they work closely together, their responsibilities are wildly different. Let’s clear the fog — and help you build a high-performing CRM team.

What Does a CRM Admin Do?

The CRM administrator is the behind-the-scenes powerhouse who ensures your system runs smoothly. They manage the technical setup, system maintenance, and often act as the go-to support for day-to-day issues.

Key Responsibilities of a CRM Admin:

• User management: Create, update, and disable user accounts
• System configuration: Set up dashboards, workflows, fields, and modules
• Data hygiene: Import/export data, handle deduplication, and maintain accuracy
• Security controls: Set permissions and access levels
• Bug resolution and testing: Report issues and test new CRM features
• Platform updates: Manage CRM version upgrades and third-party integrations

In short: the CRM admin is your system gatekeeper — making sure everything functions as it should.

A CRM agency might assign multiple admins depending on the size of the business or the complexity of your tech stack (e.g., Salesforce, HubSpot, Zoho).

What Does a CRM Manager Do?

While the admin focuses on the tech, the CRM manager takes charge of strategy and adoption. They ensure the CRM aligns with business goals, marketing plans, and sales processes.

Core Duties of a CRM Manager:

• CRM strategy design: Define how the system supports growth, retention, and revenue
• Process optimisation: Align sales, service, and marketing workflows
• Reporting and insights: Build dashboards and analyse key performance indicators
• Team enablement: Train staff, build adoption plans, and support change management
• Customer lifecycle management: Oversee campaigns, nurture flows, and segmentation

Put simply: the CRM manager is your growth architect, helping teams use the CRM to drive conversions and loyalty.

CRM agencies often place managers in charge of multi-departmental alignment, bridging gaps between sales, marketing, and operations.

CRM Admin vs CRM Manager: The Major Differences

Let’s compare their responsibilities side-by-side for clarity.

Notice how they overlap in areas like reporting and workflows, but approach them from different angles.

Insight: One is operational (admin), the other strategic (manager). You need both to win.

Why You Need Both Roles in Your CRM Agency Partnership

Still thinking one person can do it all? Think again. Here’s why both roles are critical:

1. Business Alignment and Tech Functionality Are Not the Same

A strategy-only approach without solid system setup leads to broken automations. A tech-only approach without strategy? Wasted potential.

You need strategy and execution — together.

2. Speed and Scalability Depend on Collaboration

With a CRM admin handling the backend and a CRM manager focusing on business outcomes, your team can iterate faster, fix bottlenecks, and scale smarter.

3. Team Enablement Requires Both Perspectives

The admin sets the CRM up correctly. The manager makes sure people actually use it effectively.
Both are essential to user adoption.

When Does a CRM Agency Provide One Role vs Both?

Not all businesses require full-time support from both roles.

Here’s how agencies usually structure it:

• Startups with lean budgets may hire an admin first to get the system functional.
• Growing SMEs might need a manager to align the CRM with sales and marketing goals.
• Scaling companies benefit most from a combo — where both roles work in sync to boost productivity and revenue.

Some CRM agencies offer fractional support — giving you access to both roles without hiring full-time staff.

5 Signs You Need a CRM Admin or Manager (Or Both)

Still unsure? Here’s a simple checklist.

You need a CRM admin if:

• Users can’t access or find the right data
• Automations break or go unmonitored
• Reports are inconsistent or inaccurate

You need a CRM manager if:

• Sales and marketing aren’t aligned
• Campaigns fail to move the needle
• There’s no CRM adoption strategy

You need both if:

• Your CRM feels chaotic despite high investment
• You want to scale and automate lead pipelines
• Teams complain the CRM “doesn’t help” or “feels like admin work”

Choose a CRM Agency That Offers Both Brains and Brawn

The real magic happens when a CRM admin and CRM manager work together — turning data into decisions, and systems into solutions.

If you’re working with or looking for a CRM agency, make sure they can provide both strategic insight and technical expertise.

FAQ

1. What does a CRM administrator do?

A CRM administrator manages the technical setup, configuration, and daily maintenance of a customer relationship management system. Their responsibilities include user access control, data hygiene, workflow automation, report setup, and troubleshooting. They ensure the CRM platform functions smoothly and securely for all users.

2. Is a CRM manager a technical role?

A CRM manager is not primarily a technical role. While they may understand the system’s capabilities, their focus is on aligning the CRM with business goals. They manage adoption strategies, oversee marketing and sales integration, analyse performance metrics, and ensure the CRM supports customer engagement and growth.

3. Can one person be both CRM admin and manager?

In small teams or startups, one person may perform both roles temporarily. However, each role has distinct responsibilities — the admin is technical, and the manager is strategic. Combining both can lead to burnout or missed opportunities, especially as the CRM system and business needs grow.

4. Why do companies need CRM agencies?

Companies hire CRM agencies to get expert support in setting up, optimising, and managing their CRM systems. Agencies provide both technical expertise (CRM admins) and strategic guidance (CRM managers) to help businesses automate workflows, improve lead nurturing, and increase customer retention with minimal internal overhead.

5. How much does CRM management cost?

CRM management costs vary based on business size, platform complexity, and whether you’re hiring in-house or outsourcing to a CRM agency. Monthly rates can range from £1,000 to £5,000+ for agency support. Some offer fractional services, allowing businesses to access expertise at lower costs.