Understand User Roles in Rizer CRM

Rizer CRM manages 13 different user roles. Each user roles has a specific set of responsibilities inside the system. For every role there is a dashboard measuring the performance of their activities, both at an individual level and also from a manager’s perspective. 


Lead sales roles

Lead finder rep

Led finder reps are responsible for adding outbound leads to the system. Lead finding happens outside of the CRM. Lead finders search for leads on industry websites, directories, portals, social networks or other websites on the internet. 

Once a company is found and it’s qualified as a potential lead the lead finder adds it to Rizer CRM using the add lead functionality. These types of leads should enter the CRM as outbound leads. 

Cold caller rep

Cold callers deliver qualified leads to the sales team. They ensure that the outbound lead fits your target market and in a position to buy in the immediate future.

Cold callers use the calling queue to make the initial contact, collect valuable information and raise interest for your products. They are usually the first members of your team to interact with a lead. 

Inbound caller rep

Similar to cold callers, inbound caller reps pre-qualify leads for the sales team. After a web form is submitted, the lead enters Rizer CRM as an inbound lead.

Inbound leads get assigned to inbound call reps, who’s job is to contact them and determine if they are a right fit in terms of product, budget, market etc.

The main objective for inbound callers is to schedule a call or a meeting for the sales rep. 

Sales rep leads

Sales reps are the ones responsible of winning the deal. They work on qualified leads provided by cold callers and marketing website forms. 

Inside Rizer CRM sales reps manage 3 separate stages: evaluation, demo and quote.

As the deal moves trough these stages the sales rep also takes the role of deal owner form the cold or warm caller. 

Demo rep leads

Demo reps demonstrate the product to warm leads pre-qualified in the first contact stage and by the sales rep as well. The demo is usually a screenshare or meeting action that happens for more then an hour.

The demo reps presents the product, offers some clear use cases and answers any questions form the lead. 

During the demo the sales rep can be present, as he is still the deal owner, but this is not mandatory. 


Customer sales roles

Sales rep customers

Even if similar in name and structure, the stages differ form leads in they interaction between sales reps and customers.

Customers are already qualified so the new deal is just for a follow-on sale. The customers are familiar with the product and the organization, so objections and questions will be more specific. 

Note: They can also perform the Demo role or collaborate with a specialized Demo rep to demonstrate the product. 

Demo rep customers

Similar to the case of leads, Demo reps for customers demonstrate the product to customers pre-qualified by the sales rep as well.  

In the case of customers the demo is more hands on. The customer already has access to your product so he will have more specific questions for the demo rep. 

During the demo the sales rep can be present, as he is still the deal owner, but this is not mandatory. 


Post-sales roles

Onboarding rep

Onboarding reps train, collect feedback and support new customers – ensuring that they use the product fully and correctly. When a deal is won, won products can moved either to onboarding or to retention. If the product requires onboarding it gets assigned to onboarding reps before moving to retention. 

Onboarding reps offer the necessary training and support and are there to make sure the customer is actually using the product. Usually they have a list of key metrics they benchmark the customer against before declaring him fully onboarded, 

Retention rep

Retention reps keep your customers happy. They stay in touch, collect valuable feedback and determine what customers need. Retention reps help customers to use the product to the fullest extent so that they extract maximum value. 

Retention reps have scheduled calls or meeting with the customer on a regular basis. They try to understand how the customers use the product, if they ran into any problems and if anything can be improved.

Also, retention reps are the team members dealing with unhappy customers that would like to leave. They listen to their objections and complaints, retention reps try to keep them onboard. They can try to solve their problems or they can offer discounts and other benefits.


Admin roles

CEO & Managers

The CEO and managers use Rizer CRM’s dashboards and analytics to understand what works inside the sales team and what can be improved. They take action based on real time data, actions that improve both individual user performance, but also overall organization performance.

Managers can have specific roles themselves or can be just managing other people. For example a cold caller manager, can manage 4 cold callers but also he himself could be cold calling. Rizer CRM adapts to these cases and provides the appropriate data for each scenario. 

To be able to take advantage of all this actionable information the correct user hierarchy must be defined during user set-up

Marketing rep

Marketing reps have a role inside Rizer CRM, both for lead generation but also nurturing and communication. Marketing reps create web forms that generate inbound leads. They measure the performance of each form and adjust if necessary. 

Also, Marketing reps input lead origin data to better control lead finding activities. For example, the marketing rep is the one that will say “the leads generated from directories in the last quarter converted 30% above average”. Having the right data inside Rizer CRM allows marketing reps to come up with actionable insights like this. 

Marketing reps look at recycling data and feature request info to understand what leads and customers need an expect from the product. This gives them an advantage when it comes to market fit and communication materials. 

Product manager

Product managers are the ones analyzing the feedback coming from both leads and customers. Rizer CRM allows them to capture product feedback in one organized place. This way they can stay on top of your roadmap and adapt it to your sales strategy.

Each user can add recycling reasons and feature requests as they talk with leads and customers. Product managers and sales managers use this to prioritize new features and to determine which features would bring the most sales if implemented.

Note: In exceptional cases Rizer CRM allows users to carry out action designed for other roles but this should not be the norm.