From Local to Global: Transforming Finnish SME CRM Systems for Scalable International Operations
Walters, Kristofer (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025112329169
https://urn.fi/URN:NBN:fi:amk-2025112329169
Tiivistelmä
This thesis examines the development of professional competencies through a diary-based analysis of the author’s work at Subsoccer, a Finnish SME focused on marketing and internationalizing its one-of-a-kind bench soccer products. The objective of the thesis was to support both personal professional growth and organizational advancement through three interconnected development themes: CRM system optimization, data-driven lead generation and customer segmentation, and multilingual content and campaign development.
The thesis was conducted over an eight-week observation period between March and April 2025, during which the author transitioned from a Marketing Intern to a Head of Digital Marketing and Technologies role. Weekly diary entries documented tasks, tools, challenges, and learning outcomes, while recurring reflection linked practical experiences to theoretical frameworks. The theoretical foundation was built on CRM strategy literature (Payne & Frow, 2005), customer segmentation theory (Wedel & Kamakura, 2000), and digital content marketing (Keller & Kotler, 2012), as well as current best practices from HubSpot Academy and the company’s digital platforms.
Implementation focused on real-world tasks, including automation of customer communications in HubSpot, development of lead scoring models, multilingual content adaptation, and evaluation of ecommerce platforms such as WooCommerce and Shopify. Methodologically, the author utilized qualitative reflection, stakeholder feedback, persona creation, and system testing to analyze and optimize digital marketing workflows.
The results of the thesis highlight significant professional growth, particularly in CRM architecture, campaign strategy, and the use of digital tools for international scalability. The work provided Subsoccer with reusable processes, operational improvements, and actionable insights to support future expansion. The author demonstrated a clear transition from novice to skilled performer and contributed directly to the company’s evolving digital infrastructure.
The thesis concludes that diary-based reporting, when structured and theory-driven, is an effective tool for documenting and accelerating professional development. It also emphasizes the importance of adaptable systems, continuous feedback, and cross-functional thinking in modern marketing environments. Future development will focus on deepening expertise in ERP integration, campaign analytics, and strategic automation.
The thesis was conducted over an eight-week observation period between March and April 2025, during which the author transitioned from a Marketing Intern to a Head of Digital Marketing and Technologies role. Weekly diary entries documented tasks, tools, challenges, and learning outcomes, while recurring reflection linked practical experiences to theoretical frameworks. The theoretical foundation was built on CRM strategy literature (Payne & Frow, 2005), customer segmentation theory (Wedel & Kamakura, 2000), and digital content marketing (Keller & Kotler, 2012), as well as current best practices from HubSpot Academy and the company’s digital platforms.
Implementation focused on real-world tasks, including automation of customer communications in HubSpot, development of lead scoring models, multilingual content adaptation, and evaluation of ecommerce platforms such as WooCommerce and Shopify. Methodologically, the author utilized qualitative reflection, stakeholder feedback, persona creation, and system testing to analyze and optimize digital marketing workflows.
The results of the thesis highlight significant professional growth, particularly in CRM architecture, campaign strategy, and the use of digital tools for international scalability. The work provided Subsoccer with reusable processes, operational improvements, and actionable insights to support future expansion. The author demonstrated a clear transition from novice to skilled performer and contributed directly to the company’s evolving digital infrastructure.
The thesis concludes that diary-based reporting, when structured and theory-driven, is an effective tool for documenting and accelerating professional development. It also emphasizes the importance of adaptable systems, continuous feedback, and cross-functional thinking in modern marketing environments. Future development will focus on deepening expertise in ERP integration, campaign analytics, and strategic automation.