About the Episode
About the Episode:
Jeremy Tiers sits down with Alex Williams, Managing Director at Huron and longtime Slate expert, to unpack how admissions teams can better leverage their CRM systems. With nearly 2,000 institutions using Slate, the conversation highlights a major gap: most teams are only using a fraction of their CRM’s capabilities. This episode dives into practical strategies for improving proficiency, optimizing workflows, and embracing curiosity in CRM usage. If you’re looking to elevate your enrollment marketing efforts through smarter systems, this episode is a must-listen.
Key Takeaways
- Most admissions teams use only a small fraction of their CRM’s capabilities—leaving major opportunities untapped
- Becoming proficient in tools like Slate requires intentional practice, not just one-time training
- Community forums, Slack groups, and peer networks are essential ed tech tools for learning and troubleshooting
- Mastering queries is foundational to improving data analytics in higher education and CRM performance
- Time constraints—not lack of interest—are the biggest barrier to CRM optimization
- Test environments allow safe experimentation without risk of breaking live systems
- AI is rapidly transforming CRM functionality, enabling smarter segmentation and automation
- Differentiation in enrollment marketing increasingly depends on personalized, well-designed digital experiences
Episode Summary
How Can Admissions Teams Get More Value from Their CRM?
The conversation kicks off with a clear challenge: most higher ed professionals are underutilizing their CRM systems. Jeremy points out that many teams receive just one training session and are then expected to fully adopt complex platforms like Slate. Alex reinforces this, noting that without ongoing learning, it’s unrealistic to expect mastery of such a robust tool. This gap directly impacts marketing strategy for student recruitment, limiting personalization and efficiency.
Alex emphasizes that the key to improvement lies in intentional curiosity. Professionals need to actively seek out resources like Slate community forums, where institutions share solutions, workflows, and innovations. These forums act as a crowdsourced hub for higher education content marketing strategies and operational insights. By engaging with these communities, users can learn faster and avoid reinventing the wheel.
Ultimately, maximizing CRM value isn’t about knowing everything—it’s about સતત exploration. Alex encourages users to carve out time, even in small increments, to experiment and learn. This mindset shift—from reactive to proactive—can significantly enhance how teams leverage data analytics in higher education to drive smarter decisions.
Why Are CRMs Underutilized in Higher Education?
One of the biggest barriers discussed is staffing structure. Many admissions professionals split their time between recruitment and CRM management, leaving little room for deep system learning. Alex explains that without dedicated roles like CRM administrators or operations managers, teams often operate in a reactive mode—fixing problems instead of building strategy. This limits the effectiveness of student success strategies driven by CRM insights.
Time constraints are another major factor. Jeremy highlights a common frustration: staff feel overwhelmed and unsure where to find time for professional development. However, both he and Alex argue that improving efficiency can actually create that time. By refining workflows and eliminating redundant tasks, teams can reinvest time into learning tools that ultimately save them effort.
There’s also a psychological barrier—fear of breaking the system. Alex addresses this directly, explaining that CRMs like Slate have safeguards in place to prevent accidental damage. Plus, test environments allow users to experiment freely. Overcoming this fear is essential for teams looking to fully embrace ed tech tools and innovate within their processes.
What Skills Should Admissions Professionals Focus On?
If there’s one skill Alex stresses above all, it’s mastering queries. Queries are the backbone of nearly every CRM function—from email campaigns to reporting and segmentation. Understanding how to build and refine queries enables admissions teams to better target students and personalize outreach, which is critical for effective enrollment marketing.
Jeremy adds that becoming comfortable with data is a career accelerator. Admissions counselors who can interpret and act on data are better positioned for leadership roles. By leveraging CRM data, professionals can identify high-priority prospects, optimize communication strategies, and improve yield rates. This aligns closely with evolving performance indicators in education.
The discussion also touches on scoring models, such as propensity-to-enroll metrics. These models help teams prioritize outreach based on student behavior and engagement. While not সবাই will build these models, understanding the data behind them empowers professionals to collaborate more effectively and contribute to strategic decision-making.
How Is AI Changing CRM Strategy in Higher Education?
AI is rapidly reshaping the CRM landscape, and Alex sees this as a major opportunity for innovation. Platforms like Slate are beginning to integrate AI features that can summarize data, generate insights, and automate tasks. These advancements are poised to transform how institutions approach data analytics in higher education.
Beyond native CRM features, Alex highlights the growing ecosystem of AI tools that integrate with platforms like Slate. These tools can enhance personalization, improve communication workflows, and streamline operations. For enrollment marketers, this means more efficient campaigns and more meaningful student interactions.
However, Alex cautions that strategy should come first. Institutions need to think critically about how AI aligns with their goals and student experience. The future of CRM isn’t just about automation—it’s about creating cohesive, personalized journeys that differentiate institutions in a crowded market of trends in higher education marketing.
What Does the Future of Enrollment Marketing Look Like?
As more institutions adopt the same CRM platforms, differentiation becomes increasingly important. Alex points out that many application portals, event pages, and communications look nearly identical. This creates a challenge for institutions trying to stand out in their marketing strategy for student recruitment.
The solution lies in design and experience. Schools need to invest in creating branded, user-friendly digital environments that reflect their unique identity. This includes everything from application interfaces to communication touchpoints. A strong digital experience can significantly impact student perception and engagement.
Consistency is also key. From first interaction to enrollment, students should experience a seamless journey. This requires alignment across teams—admissions, marketing, and operations—all working together within the CRM. When done right, this approach enhances both recruitment outcomes and long-term student success strategies.
Connect With Our Host:
Jeremy Tiers
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