Advanced appointed a 12-strong team to get Marketo (and Salesforce) up and running, comprising a project lead for each respective platform, a Marketo consultant and nine ‘super users’ each representing their own business unit.
The first job was to create a project plan that would facilitate effective integration of Marketo and Salesforce, as well as the successful onboarding of all business units. As is common with any transformation initiative, the team tasked with doing this faced the ongoing challenge of having to juggle the demands of the project with their day-to-day workloads. Nonetheless, go-live dates were agreed and the team worked together to roll out the new platforms, focusing on six key objectives:
- Onboarding all business units.
- Identifying cross-sell opportunities.
- Increasing the number of leads in the pipeline.
- Integrating Marketo with Salesforce (and the website).
- Setting up the reporting dashboard.
- Overall brand alignment.
Advanced worked closely with its Marketo consultant to draw up a detailed task list that focused on the key priorities, before working through them systematically, ensuring best practice was implemented from the off. A key feature of the overall implementation was in identifying core elements while allowing for a degree of flexibility between individual business units.
Upskilling and transforming the marketing team, educating staff as they transitioned to a ‘lead lifecycle’ approach and introducing true campaign planning – none of these things were straightforward. And, of course, there was the practical side of things to contend with, too, as over 500,000 contact records needed migrating from more than 10 systems. But despite the difficulties faced (which tend to come with the territory on a project of this kind), Advanced was able to quickly impact the number of leads being delivered into the business, as well as the quality of output from the marketing teams. Better still, lead nurturing improved significantly. The conversion rate from SAL to SQL soared from 38% to 62% – an impressive feat.