Created Enterprise Marketing Solution for B2B CRM

Situation: The global CMO wanted to change the U.S. Marketing organization from a decentralized community of marketers using multiple 3rd party agencies, dissimilar analytics and multiple CRM Salesforce systems into a modern digital marketing operation.  Complicating the issue, not all stakeholders were in agreement that centralization and common reporting was well-suited for the organization.

 

Actions: After interviewing each of the stakeholders, internal IT architects, Salesforce administrators and agency coordinators I created a set of guidelines, financial expense and campaign benchmarks and common marketing objectives. After vendor tools evaluation and selection, I designed a strategic plan, hosting multiple direct reports and over 40 matrixed staff, consolidated more than 20 agencies and synchronized several Salesforce databases within the marketing database. Became the corporate solution of choice for digital communications and delivered the corporate governance systems for Federal and Canadian compliance.  

 

Results: Creating internal agency-like synergies the teams consulted with over 100 commercial marketing organizations, hosting thousands of campaigns and interactive web activities. Beyond significant operational dollar savings, the communal CRM analytics provided compelling insights to contact interaction, lookalike audience projections and profiling insights that delivered more significant engagements.

  • Averaged 40% yearly growth in volume of campaigns.

  • Increased customer base 300% over 5 years

  • Using metric analysis expanded target audience engagement 50%

  • Exceeded revenue targets yearly

  • Maintained highest level user satisfaction index five years running

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