Using Marketing Operations Optimization & Automation for Better Staff and Resources Allocation
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The case study discusses how a Fortune 100 financial services company's marketing organization improved its marketing ROI by implementing Aprimo to enhance scalability, prioritize work, and optimize resource management amidst shrinking budgets. Challenges included varied processes and a lack of visibility in resource allocation, which were addressed by standardizing workflows and creating templates for consistent reporting. Post-implementation, the organization achieved better accountability, improved project tracking, and enhanced user adoption through tailored training and support.
Using Marketing Operations Optimization & Automation for Better Staff and Resources Allocation
- 1. CASE STUDY CASESTUDY DRIVING INCREASES IN MARKETING ROI THROUGH IMPROVED ORGANIZATIONAL SCALABILITY Implementing Aprimo across a large corporate marketing organization to more efficiently plan, prioritize, manage and evaluate marketing programs. OUR CLIENT… The corporate marketing organization within a Fortune 100 financial services company that includes Business to Business, Business to Consumer and Business to Business to Consumer lines of business. THEIR CHALLENGE… Shrinking budgets across the enterprise meant our client’s marketing team was feeling the squeeze. This large, diverse group was faced with the need for more accountability for their many marketing activities. Tight budgets and increased competition were pushing team members to do more with less. The group realized the need for scalability, and needed processes and technology that would allow them to increase output and results without increasing staff. A key to achieving scalability was the ability for marketing management to priori- tize and assign staff and resources to the most effective marketing activities. Visibility was needed across the entire group – every position and resource had to be justified and linked to specific programs, client segments and corporate strategic objectives. Processes and information flow needed to be streamlined. They needed a system for capturing resource expenditure data, dynamically assigning staff to projects to achieve alignment with priorities and providing fast, easy access to summary and detailed reporting. OUR COURSE OF ACTION… Pinpoint first looked at the diverse set of over 100 distinct processes that were being executed by the various teams. We interviewed approximately 60 manag- ers and staff across the organization to identify existing processes, current infor- mation flow and common pain points. Each small team had their own unique processes and practices, and by identifying common tasks and sub-processes and common outputs we were able to standardize information flow between teams. Our consultants developed an operating model for marketing that embodied all the diverse activities but provided the standardization needed for operational scalability. This operating model was then implemented in the Aprimo system as a set of 20 workflow templates containing standardized tasks and roles. We developed an innovative method for dynamically customizing a workflow template that allowed project managers the ability to adapt their project work- flows as they entered more attributes into the system. The process standardiza- tion and task standardization allowed our client to meet business objectives, even in an environment with many diverse marketing processes. We also stan- dardized reporting and roll-up of task data across activity types. The design created several standard information templates, allowing the team to gain consistency across their common requests for creative briefs, campaigns and marketing materials.
- 2. CASESTUDY CASE STUDY s marketing programs. Our consultants are expert ses and technology systems. About Pinpoint Systems Corporation Pinpoint Systems Corporation is a leading provider of marketing solutions and marketing software implementation services that help increase the overall profitability of a company’ marketers and technologists with a truly creative approach for linking marketing proces We serve Fortune 500 and mid-market companies across vertical markets. Our clients benefit from our proven, scalable solutions that are customized to their unique business needs. For more information about Pinpoint Systems Corporation, call 800-809-0612, email info@pinpoint-corp.com or visit us at www.pinpoint-corp.com. ©2011 Pinpoint Systems Corporation In order to drive user adoption, Pinpoint performed training, roll-out and user adoption support services, including: • a customized role-based training course • in-person training in multiple U.S. cities for 200 users • online webinar training for remote employees We also managed and tracked user adoption and identified barriers to adoption. Where there were barriers, we developed and delivered “Lunch and Learn” webinars and provided remote desk-side coaching on a one-on-one basis as issues arose. The client is now planning to implement a financial module that will integrate with their enterprise financial systems. The roll-out is continuing to corporate communications, e-commerce and customer analytics groups. Before MRM Implementation After MRM Implementation Process Standardization Organizational Scalability Work Prioritization Management Visibility Resource Accountability • Over 100 unique processes across team, despite largely similar work • Information flowed between teams via phone calls and emails • Accounting for headcount by teams • Unable to track resources by project or by deliverables • Unable to link marketing resource expenditures to corporate strategic initiatives or client segments • Weekly narrative status reports were purely qualitative • No insight into progress against deliverable deadlines, resource utilization by team or actual cycle times for tasks and projects • Little information available to make decisions on work prioritization • All work had the same priority until a deadline, then that piece of work became critical • Steps at the end of processes were often hurried or skipped, leading to sub-optimal quality • Very Low: Need new dedicated team to launch new initiatives • Time spent interfacing with rest of department increased significantly as new teams/initiatives added • Resource expenditures recorded in MRM database at task level • Resource expenditure information available by task, project, process, activity, client segment, business unit, strategic initiative, dept. and many other attributes • Real-time project status vs. baseline project plan visible to management • Ability to see resource utilization for staff members by task type, project & activity type, and roll it up by department • Visibility into cycle times for task types, processes and activities • Utilization data enabled shift of resources to high priority projects • All projects assigned importance and urgency attributes • Project schedule delays automati- cally flagged and reported for early corrective action • Very High: Utilize standard task types and workflows to quickly implement new processes performed by existing teams • Workflow automation, standard information templates & resource utilization insight minimize add’l resources on new initiatives • Set of 20 standard workflow templates to cover all work • Standardized tasks performed across workflows, rules for approvals and templates for recording and referencing projects