Marketing and Sales Operation Support Case Study: Frost & Sullivan has set up a dedicated FTE team for maintaining Sales/Marketing Dashboards for a $10 billion global ICT company


The Client: Leading Global ICT Company

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

Our Approach and Work

  • Created bespoke web application using 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

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