Aligning People and Process to Ensure Customer-Centricity
CUSTOMER SUCCESS STORY
Aligning People and Process to Ensure Customer-Centricity
Main reasons to focus on customer-centric strategy:
3.
Nurturing the marketing operations function would ensure constant growth and alignment across the organization, to provide one line of view into revenue generation
Main reasons to focus on customer-centric strategy:
3.
Nurturing the marketing operations function would ensure constant growth and alignment across the organization, to provide one line of view into revenue generation
4.
Efficient campaign management processes and strategic resource allocation would reduce time-to-market by a minimum of 22%
The client wanted to understand the impact of transitioning their MarTech platform from Unica Campaign to Salesforce Marketing Cloud (SFMC), specifically the impact on People and Processes.
The primary objective of this transition was to centralize customer data across the department and leverage advanced technical functionalities to elevate customer experiences, ultimately leading to revenue growth through a customer-centric approach.
Project Outcomes
Elevated ROI through optimized marketing and sales processes
Established a comprehensive end-to-end campaign management process
Shortened time-to-market
Provided facts and arguments for MO to negotiate budget for staff augmentation
Promoted agile cross-functional collaboration between sales and marketing teams
Client
Our client is a prominent American broadband company operating in different states, serving around ten million homes and businesses. The client is committed to enabling individuals to create a brighter future, and values a range of products, individuals, suppliers, communities, and unique qualities.
Challenge
The marketing and sales resources were decentralized, resulting in teams collaborating through various tools and inefficient processes. This caused incomplete or unclear requirements, leading to the need for rework. The client wanted to improve customer experiences by establishing a baseline for collaboration and utilizing MarTech. Therefore, the objective was to tackle several significant challenges in their marketing and sales operations, which included:
- Consolidating customer data to create personalized customer journeys
- Defining new or revised roles and responsibilities within marketing sub-teams
- Streamlining the campaign management process
- Breaking down departmental silos to facilitate better collaboration between teams
- Ensuring that the right technology was being utilized to its full potential
- Providing SFMC users with technical support and best practices training
By addressing these issues, the client aimed to improve their overall marketing and sales effectiveness, deliver better customer experiences, and drive revenue growth.
Solution
Munvo’s three-phase plan identified gaps in the client’s People and Process maturity, developed a customized roadmap for improvement, and strategically grew revenue by building on a strong baseline.
Standardize & Educate:
- Proposed revised roles and responsibilities to support the enablement of SFMC capabilities
- Defined and standardize campaign management tools, and processes
- Provided customized customer centric strategy training (marketing and sales teams) to understand SFMC marketing capabilities
- Provided SFMC advanced technical user support to streamline complex SQL queries
- Implemented standard communication templates to align brand in market
Engage & Create:
- Established and communicate MO governance and function
- Engaged teams through light agile methodologies to support the design of new customer centric journeys
- Built and deployed new customer journeys, measure results through real-time dashboards
Specialize:
- Proposed a maturity path to expand customer-centric strategic capabilities and integrate additional channels
- Optimized customer journeys
- Promoted key MO roles to more strategic roles to support best practice and scale operations
- Implemented operations dashboard
Results
Munvo consultants closely collaborated with the client to enhance their marketing efforts and drive business growth. We defined precise roles and responsibilities, acquired customer data insight, and leveraged SFMC to create personalized journeys. Collaboratively establishing shared objectives and performance indicators improved teamwork, while process reengineering achieved cost efficiency and accelerated time-to-market. Lastly, tailored customer experiences drove revenue and business success.
Benefits
- Elevated ROI through optimized marketing and sales processes
- Established a comprehensive end-to-end campaign management system that leverages people, process, and technology
- Shortened time-to-market through effective resource management, change management, and tool utilization
- Harmonized marketing and sales teams by aligning them on customer-centric strategies using the Sales Loop methodology
Sales Loop > A True Customer Journey
The Sales Loop is based on The LoopTM, a registered trademark of The Pedowitz Group
In Our Clients' Words ...
We had confidence in Munvo throughout the project phases for expert recommendations to reach a leading marketing maturity state and prompt utilization of SFMC.
Providing advanced CDP and automation support > That is perfect! Thank you for your efforts. I look forward to working your senior SFMC consultant to get this Automation accomplished.
Coding complex HTML modules to create Master HTML Template > These look great – thank you to you and your team for all the work you did!
In Our Words ...
The suggested recommendations greatly improved the processes for the client in terms of campaign management and timelines with efficient resource management, automation, and alignment across marketing and sales teams. Having a collaborative mindset and common knowledge of SMFC capabilities helped increase strategic and technical specialization of key resources. The client now has the required baseline to create personalized real-time customer experiences to grow revenue.”
Maximize your MarTech Investment!
Book a meeting directly with one of our senior consultants to review your current environment and understand your goals. Not ready to talk yet? Simply provide us your contact information so we can address any questions you might have via email.
Maximize your MarTech Investment!
Book a meeting directly with one of our senior consultants to review your current environment and understand your goals. Not ready to talk yet? Simply provide us your contact information so we can address any questions you might have via email.
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