SALES OPTIMIZATION SUPPORT
CASE STUDY 2: Enterprise-wide marketing and sales support integration
Situation
The marketing department of a global supplier of IT outsourcing and
business process services was struggling to integrate the sales support
needs of multiple – and often conflicting – operational units of the
parent organization. Marketing campaigns to targeted prospects were
disjointed and often overlapped between units. Sales management at each
unit had different approaches to their respective markets, and were
dissatisfied with the support provided by corporate marketing.
Solution
A series of market and sales support tools designed to schedule and
integrate activities were implemented over a single year. The tools
included an enterprise-wide marketing calendar, a simplified campaign
planning process and implementation toolset, and a unified system for
developing leads and managing prospect information. The calendar – an
easy-to-use, self-serve Web application – enabled marketing and sales
management at more than 30 different operating units to view all future
campaigns, reduce the once-frequent schedule conflicts, and identify
opportunities for collaboration.
Results
The campaign calendar has significantly reduced campaign conflict and
has driven a number of collaborative projects where none existed earlier.
And the campaign planning toolset increased average campaign ROI by
reducing costs.
