Multi-Brand Marketing Department Diagnostic and Improvement Roadmap

Challenge/Opportunity

  • Marketing struggling with increased email and DM campaign execution⚬ Low level of confidence in data/reporting
  • Poor data availability, accuracy, fitness for purpose
  • Manual campaign design, approval, load and tracking process decreased ability to meet sales/lead generation goals

Approach

  • Formal diagnostic process included reviews of people, process, technology and data across 4 lines of business/brands
  • Recommended 19 initiatives organized by timing and importance
  • Developed shared services team including MKT/IT/HR/Operations to execute on initiatives
  • Specific process and data recommendations to improve through quick hits and strategic outsourcing

Result

  • Marketing increased campaign execution programs by 50%
  • SI contracted to work on initiatives
  • Automated 20-30% of loads and other manual campaign efforts
  • Outsourced email marketing and analytics temporarily to alleviate overtime and improve targeting accuracy

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