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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