Marketing Operations
Enabling Agile Sales & Marketing Teams to Achieve Consistent Performance
Together, your website, your customer relationship management system (CRM) and your marketing automation platform (MAP) are the bedrock of your customer data collection activity. They provide the insight that you need on customers buying behaviour, marketing campaign effectiveness and pipeline conversion performance.
We help to ensure that your sales and marketing people are supported with the right tools to do their job and that Managers have the needed insight to make investment decisions. An integrated approach has the benefits below.
Customer Data & Analytics
Understanding your customers and their needs starts with lead and opportunity data. It is important to understand where and how you collect data that will be important to targeting for up-sell and cross-sell opportunities.
Tracking customers from the point that they arrive at your website, through to becoming a customer and beyond, requires an integrated approach to sales and marketing systems, particularly, CMS, CRM and MAP, but potentially Customer Data Platforms (CDP) which can provide a 360 degree view of the customer lifecycle.
By understanding the key data that is needed to make decisions and support KPIs, systems can be configured, integrated and developed to support operations and make strategic plans
Sales & Marketing Operations
To support scalable growth, sales and marketing needs to operate consistently. The ‘playbook’ of how a campaign is planned and executed, with standardised templates and approaches to attribution, means faster roll-out and global consistency
Definition of the lead management process from lead, to MQL, SAL and SQO ensures everyone is measuring the same thing and can make meaningful operating decisions
Managing data entities such as Accounts, Contacts, Leads, Opportunities to enable data sharing across platforms as you grow requires clear strategies for Operations