Firstly, our attention was on the marketing database and how to work with what the client already had in order to best support their marketing initiatives. After we ran our standardization and integration assessments, our analysis identified where new data was required in order to meet the targeting objectives that had been set, and subsequently make recommendations on what to fix.
Lead Scoring & Management
This was identified as a priority, because it could have a significant impact on how the marketing team could take greater ownership of their campaign outcomes. We used a series of workshops and interviews to understand the relationship between sales and marketing, and the needs of both parties. Then we created a set of priorities, along with the processes to make them happen. Ultimately we completely re-vamped lead management and changed how leads were handed-off between the telemarketing team to sales.
We helped this client to connect Eloqua, Salesforce and web analytics to a data warehouse, and developed Tableau dashboards and reports to give the team visibility of their customers and marketing performance. We located all the missing connections in the data and the software that was being used, and connected it in a reliable ecosystem. The next step of integration was to analyze campaigns, Eloqua activities, opportunities, and contacts to create a holistic view and analysis of marketing contribution. Neither Eloqua nor Salesforce (even if fully integrated) can produce this type of analytics. Sojourn Solutions leveraged its Data Assistant platform with direct API access to Eloqua and Salesforce to extract key data. All the data was then aggregated in a database and analyzed with Tableau.
With full access to Tableau reports and dashboards, our client now has the analytics it needs. We are already working on the next step, to include Google Analytics data into the Tableau reports in order to gain even deeper insight.
Our ethos at Sojourn Solutions is to make sure that we give our clients the tools they need to continue doing the job once we have left. In this instance, it was important for us to upskill the Shared Services Team, to enable them to service the needs of the business units, day-to-day.
They were shrewd marketers, but they were not savvy in HTML, data analytics or integration, so we showed them how to deliver the solutions we had implemented, but also gave them the knowledge to track, QA and effectively troubleshoot. Now, if a problem presents itself, they know how to find a way out.
We are masters in data management and highly skilled at teaching our clients to manage it as well.
The Sojourn Solutions team is not intimidated by data no matter the volume or complexity of the ecosystem.