Functional Analyst – CRM Dynamics (Sales & Marketing)

Start Date: ASAP

End Date: 30/09/2026 (with possibility of extension)

Role Overview:

The Senior Functional Analyst CRM plays a key role in translating business strategy and customer engagement needs into scalable CRM solutions within Microsoft Dynamics 365. The role operates at the intersection of business, product management, and technology, ensuring CRM capabilities support strategic objectives across Sales, Marketing, and Customer Lifecycle Management. Working within an Agile Release Train (ART), the Senior Functional Analyst collaborates with Product Managers, Product Owners, architects, and development teams to define Epics, Features, and User Stories aligned with the CRM product vision and enterprise architecture.

Key Responsibilities:

• Strategic Business Analysis

  • Translate business strategy and customer engagement objectives into CRM capabilities and functional roadmaps.
  • Analyse and optimise Sales and Marketing processes including lead management, opportunity management, campaigns, and segmentation.
  • Identify opportunities for process optimisation and digitalisation through CRM.
• Product & Agile Delivery
  • Contribute to the definition and refinement of business and technology Epics.
  • Support impact analysis and Lean Business Cases.
  • Translate Epics into functional Features with Product Management and architects.
  • Define functional scope, dependencies, and acceptance criteria.
  • Break down Features into detailed User Stories.
  • Define clear acceptance criteria and ensure stories are ready for development.
  • Support backlog refinement and prioritisation.
• Solution Design
  • Design CRM solutions aligned with Dynamics 365 best practices.
  • Ensure consistency with CRM data model and integration patterns.
  • Collaborate with architects and technical leads for scalable solutions.
• Agile Collaboration
  • Participate in PI Planning, Sprint Planning, Reviews, and Retrospectives.
  • Support backlog refinement and system demos.
  • Contribute to Inspect & Adapt workshops.
• Quality Assurance & Validation
  • Validate solutions against functional requirements.
  • Support functional testing and UAT.
  • Assist with defect analysis and resolution.
• Stakeholder Management
  • Act as a liaison between business stakeholders and IT teams.
  • Facilitate workshops and alignment sessions.
  • Advise stakeholders on CRM best practices.
• Continuous Improvement
  • Identify improvements in CRM processes and automation.
  • Increase CRM adoption and data quality.
  • Promote continuous optimisation of the CRM platform.

Required Skills & Competencies:

• CRM & Functional Expertise

  • Strong expertise in Microsoft Dynamics 365 CRM (Sales and Marketing).
  • Deep understanding of sales pipelines, marketing campaigns, and customer lifecycle management.
  • Experience designing CRM processes and data models.
• Agile & Product Delivery
  • Experience in Agile / Scaled Agile environments.
  • Ability to structure work into Epics, Features, and User Stories.
  • Experience with backlog management and refinement.
• Communication & Leadership
  • Strong stakeholder management skills.
  • Ability to facilitate workshops and drive alignment.
  • Ability to influence decisions without formal authority.

Nice to Have:

• Microsoft Dynamics certifications.

• Experience with Power Platform (Power Automate, Power Apps, Dataverse).
• Experience with Customer Insights or marketing automation tools.
• Knowledge of CRM integrations and API ecosystems.
• Experience with Scaled Agile Framework (SAFe).

Language Proficiency:

Bilingual in Dutch and French, both spoken and written, at a business level.