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About the Episode

The what's what...

We’ve all heard the adage - “begin with the end in mind” (one of Stephen Covey’s 7 Habits of Highly Effective People) - but how does the work that you and your institution do with your CRM abide by this crucial principle?  

The winding and unscripted conversation that host’s Mickey and Jamie have this week with guest Rich Kochman highlights the intricate level of detail that is required to design and implement the right system, in the right way, in order to get to a meaningful end. There are SO MANY rich moments in the conversation from a seasoned marketing professional who started as an analyst. 

Highlights of the episode include conversation about the:

  • Optimal use of your team's time to accomplish all the things needed for your process,
  • Understanding how to create a system that you manage versus implementing a system that manages us,
  • Assessing and leveraging the necessary human skills that are required make your enrollment operation successful (read: it’s NOT all about the tech!)

The conversation with Rich is rich (#dadjoke anyone?).  The conversation is organic and meaningful…and really covers the spectrum of how humans (your team) and machine (your CRM software) need to work together to get to your goal! You won’t want to skip this episode! 


This episode is brought to you by our friends at DD Agency:

DD Agency is a higher ed-specific marketing technology agency that has conducted countless SEO Audits for colleges and universities across the country. 

In these audits, they detail where you currently rank, what you could be ranking for, exactly how copy should be tweaked on website pages, and much more. 

If this sounds like something you could benefit from, give those folks a ping and be sure to mention that Enrollify sent you to claim a 10% discount on any of their SEO offerings. 

Head on over to, or simply follow the link in the show notes below…that will guarantee you get a 10% discount off of your audit. 


About the Enrollify Podcast Network

CRMprov is a part of the Enrollify Podcast Network.  If you like this podcast, chances are you’ll like other Enrollify shows too!  

Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional. Our shows feature a selection of the industry’s best as your hosts. Learn from Jeremy Tiers, Zach Busekrus, Jaime Hunt, Tony Fraga, Corynn Myers, Jamie Gleason and many more. 

Learn more about The Enrollify Podcast Network at Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours! 

About the Podcast

Mickey Baines


Mickey Baines

Mickey Baines leads the technology services practice at Kennedy & Company. Kennedy & Co assists colleges and universities in the selection, implementation, customization and integration of various CRM technologies, including Salesforce, TargetX, Slate and others. They lead projects of all sizes for public and private two and four-year institutions. Whether he's working hands-on in an enrollment strategy project, leading a CRM implementation or speaking at a conference, the goal is the same - to help higher ed professionals implement technologies, strategies & tactics that engage and enroll more students.

Jamie Gleason


Jamie Gleason

Jamie Gleason is the Vice President Of Enrollment Strategy at Direct Development. He brings over 15 years of higher education experience to the team; almost a decade of which was spent on campus(es) and nearly six years was in edtech. A self-proclaimed "farmer + fixer," Enrollment has always provided the perfect challenge for him! He's happiest when mining through spreadsheets, results, and (generally) any type of data!

Rich Kochman


Rich Kochman

Rich Kochman is a data-driven business leader with a passion for education innovation. His early career included more than a dozen years in senior roles at various companies leading product, pricing, marketing, business operations, and data analytics. Since then, he has brought this range of experiences to education focused companies and higher education institutions where he has developed a strong track record of driving sustainable growth. Rich served as EVP, Marketing & Analytics at 2U (TWOU) for almost four years where he played a key role in producing 400% revenue growth and was a member of the executive team that took the company public. He then joined General Assembly as Chief Marketing Officer to help lead the organization through a critical growth stage and geographic expansion. In early 2015 Rich launched Adaptive Consulting. As an executive consultant & advisor, he continues leveraging his broad expertise to deliver measurable growth strategies for institutions and companies that improve people’s lives through education. With a constant focus on the financial impact, Rich achieves success by adapting his experience to each organization’s needs, resources, and unique opportunities. Rich’s engagements include work with: edtech & tech enabled service companies, universities, and the investor community to provide operational diligence. Enterprise clients range from growth stage companies (examples: Noodle, Kenzie Academy, Emeritus, Green Flower) to publicly traded entities (examples: Wiley Education, American Public University, Stride K12). In addition to his consulting engagements, Rich teaches at University of Pennsylvania in the Education Entrepreneurship Master’s Program. Rich also serves as a mentor and advisor for several EdTech startups and has been a featured speaker at events hosted by i3@UNC, the Wharton Innovation Summit, and Google Education.

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