Marketing and Sales Operation Center of Excellence (COE) established for a large conglomerate based out of EIU region

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The Client: Leading Global Conglomerate

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The Challenge
  • The CMO was losing sight of marketing performance in various geographies
  • Existing marketing platforms report overlapping information and were not easily digestible
  • Reporting was manually done by sales team, which resulted in low productivity
  • Marketing managers were having challenges in measuring the success of numerous marketing channels
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Project Objectives

The objectives of this research were:

  1. To provide market, client, competitor and sector insight, initially focused on supporting Sales & Marketing, but down the line to support strategic and product management initiatives
  2. To equip the firm with insight to empower staff with the relevant information
  3. To provide a factual, current, actionable insight of the company performance
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Our Approach and Work

  • Created bespoke web application using asp.net and SQL Server with ability to capture new enquiries and customers
  • Among the modules captured in this single view Marketing Dashboard are: Vendor Spend Analysis, Travel Spend, Partner Investments, Marketing Budget, Salesforce Pipeline, Share of Wallet, Reach, Propositions, ROI, Products & Services Mix
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Outcome and Business Impact

Frost & Sullivan provided the client with:

  • Marketing Dashboard integrated with Salesforce to sync customer records and invoicing to provide CMO with real time sales vs. target
  • Fortnightly update of whole company’s quick view of sales, account development, and ROI
  • Increased accountability and performance of the company’s Marketing division
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