ExperiMENTAL | Smarter Marketing Starts Here
For B2C marketers, founders, and analysts who are tired of surface-level advice and ready to cut through the noise with smarter, data-informed decisions. Host Sundar Swaminathan, former Head of Brand Data Science at Uber and creator of the ExperiMENTAL newsletter, shares real-world insights, ROI breakdowns, and growth strategies from leaders at companies like Uber, Google, and Faire.
Each episode helps you move from guesswork to grounded strategy so you can drive impact, prove marketing value, and lead with confidence.
If you're ready to think critically, test boldly, and grow with clarity, ExperiMENTAL is your bi-weekly dose of thought-provoking, data-savvy marketing wisdom.
New episodes every second Thursday on Apple Podcasts, Spotify, and YouTube.
ExperiMENTAL | Smarter Marketing Starts Here
Mastering CRM: From Paper Notes to Lifecycle Growth | ExperiMENTAL Ep. 8
Mastering CRM: From Paper Notes to Lifecycle Growth
In this episode of ExperiMENTAL, host Sundar sits down with Karan Tibdewal, The CRM Guy™️ and trusted CRM advisor to top subscription apps. Together, they trace CRM's journey from Rolodex-era notes to today’s role as a strategic lever for growth. Whether you’re leading lifecycle marketing or wondering if CRM is still relevant, this episode reveals what great looks like, what most teams miss, and why onboarding might be completely broken. With practical frameworks and sharp insights, this is CRM like you’ve never heard it before.
Key Takeaways
• CRM started as a Rolodex and has evolved into lifecycle engagement
• The definition of CRM has shifted from sales to relationship management
• Subscription CRM is harder to measure but more relationship-driven
• E-commerce CRM delivers clearer ROI but less long-term impact
• Most onboarding flows are outdated and show no positive ROI
• The difference between onboarding and activation is often misunderstood
• CRM teams fail when siloed and thrive when integrated with product
• Frameworks like Reach, Relevance, Frequency help prioritize CRM work
• Consistency in brand and creative is often overlooked in CRM execution
• The ENCAM framework helps teams build stronger reward programs
Best Moments
00:00:12. “The first CRM tool was in the 1980s. People were doing stuff on the Rolodex or they would have these paper notes.”
00:03:57. “CRM has shifted from buying or not buying, to engagement and personalization.”
00:06:28. “There’s no consistency in what good CRM looks like between companies.”
00:09:21. “CRM in subscriptions means understanding usage and preferences, not just pushing messages.”
00:13:25. “I have never seen a positive ROI from onboarding comms.”
00:15:21. “My moment is not my first workout. It’s when I feel like the program is working.”
00:18:15. “I need to be an Alfred to your Batman. Help you around and understand where you are in your life.”
00:25:08. “At a CRM level, everything you send is a factor of reach, relevance, and frequency.”
00:33:16. “Consistency is everything about keeping them on, keeping them motivated to achieve goals.”
00:41:14. “Usually what I do is… work with teams that have strong growth but underutilized CRM.”
🎧 ExperiMENTAL is hosted by Sundar Swaminathan, Head of Data Science at Bounce and former Uber leader. This show is your behind-the-scenes look at how top marketers and data scientists make smarter decisions.
🧠 Expect unfiltered conversations, mental models, and case studies that help you cut waste, build conviction, and grow your B2C business.
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