Digital Reporting - Leveraging Data
Situation: A U.S. Sales organization was not unable to acquire marketing insights or campaign reports regarding the e-marketing campaign activity they sponsored through Marcom.
Actions: After talking with the market management stakeholders about their needs, we hosted a detailed planning session. In collaboration with my team, we devised a dashboard that provided marketing management insights of each campaign providing evaluation by geography, deployment date, product or sales territory. The reports further provided salesforce integrated opportunity recognition and Eloqua campaign ROI analysis.
Benefits: Market Management, the source of marketing funding, was able to evaluate the message reach, sales impact and audience mix of any campaign and automatically sort to impact to the sales territory level. With a few extra clicks they were able to see opportunity analysis at the rep level from the Eloqua dashboard.