ABC

Powering Up A Marketing Department

Challenges

There were significant limitations in the availability to management of consolidated information on strategies, current and forecasted workload, performance measures and metrics
ABC needed assistance in launching a new “Production and Operations Management System” to manage department workflows and enable analytic rigor within a highly creative culture

Approach

Validate business requirements and workflows and map to the selected marketing automation software (Aprimo)
Create an illustrative Aprimo workflow – a hands-on lab to engage users in design and configuration decisions
Implement the integrated suite of applications to manage information, production materials and workflow from product concept to
Provide change management support and help drive a major culture change as users adapt to an automated, business rule-driven workflow
Generate user adoption through of e-learning modules, hands-on training and proactive desk side support

Results

Streamlined production processes – topping 13,000 elements per year with over 7000 of those being produced in-house
Enhanced visibility between campaign management and the production workflows that result from those campaigns allowing management to react more quickly to the dynamics of the business