How Ernest Eng uses the race car framework for CRM

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Guest: Ernest Ang, Team Lead CRM & Organic Social at Travel Circus

When CRM feels stuck in send-and-forget mode, maybe it’s time to treat it like the engine it really is.

Why You Should Listen:

• Ernest reframed CRM as a revenue engine, not a reporting function.

• He used a race car framework to sell strategy internally and it worked.

• His team migrated to a new platform and built smarter segmentation with real RFM modeling.

• He’s got frameworks for everything including picking MarTech without wasting months.

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

Takeaways That Stick

• CRM = Growth Engine
  Ernest uses a “race car” framework where CRM is the engine that drives growth—lubricated by testing, fueled by cross-functional alignment, and powered by big campaign boosts.

• Frameworks = Clarity
  He relies on visual metaphors and structured thinking (like the NABC model) to drive strategy and explain it company-wide.

• Revenue is the Goal
  CRM isn’t about sending emails. It’s about measurable ROI and shifting marketing from “cost” to “investment.”

• Data-Informed, Not Data-Blinded
  Ernest stresses the difference between being data-driven and data-led. Context always matters.

• New Tools, New Possibilities
  Switching to Bloomreach gave his team stronger segmentation and RFM modeling—finally making data actionable.

• Cross-Functional by Design
  CRM thrives when it’s plugged into the whole org: tech, finance, legal, sales, and service.

• Campaigns = Turbo Boost
  Seasonal promotions like Black Friday act as performance accelerators—but only if the engine’s running smooth.

• Gut Check Matters
  If data feels off, don’t ignore your instincts. Dig deeper or switch tools if needed.

Guest Links

• Ernest Ang on LinkedIn

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

Listen to This Episode

Listen and follow now on Apple, Spotify and Others.