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The paper focuses on life-long learning in CRM (Customer Relationship Management) to support innovation based on better skills and knowledge. The introduction is devoted to the importance of the education process and the development of new skills needed for CRM. The existing problem is related to the question of how to support high-quality learning for high-quality CRM implementation. The method solution is based on multi-criteria managerial decision-making. Fuller's method was used and the necessary metrics were determined such as increasing the response to marketing campaigns, increasing the number of market opportunities, improving targeting or shortening the sales cycle time that are important for CRM marketing to show hidden benefits for better CRM and life-long learning. The achieved results show a greater interest in (1) improving targeting, (2) increasing the response to marketing campaigns, and (3) increasing the number of market opportunities. For life-long learning, this is the reason to bring more practical work with CRM systems that are in good condition in these matters, such as Salesforce, NetSuite CRM, Zoho CRM, or Hubspot.