Enable marketers, embed new processes and set a new, higher standard -- within a context of significant change.
When a new leader came in, he quickly realised things were ‘broken’. We were brought in to review the current state of this complex organisation then establish/optimise a robust set of marketing operational foundations and capabilities so that they can better deliver an exceptional customer experience throughout the lead lifecycle, improve marketing performance and deliver demonstrable value aligned to business objectives. Overall program success or failure would come down to the marketing team to understanding the new marketing processes and MarTech landscape, allowing them to perform their roles effectively and with confidence.
What we did
We created an enablement framework and curriculum to educate and align marketing teams.
- Tiered system of enablement for both marketers and leaders created a smooth pathway from context setting to baseline knowledge through to role-based specific training.
- Virtual instructor lead sessions, on-demand video based self-learning, team reinforcement/alignment session.
- Modular to ensure content was digestible.
- Series of assessments culminated in a 'qualified' status for the individual, a certificate and system access.
- Resources, glossaries, slides with speaker commentary, on-demand recordings and ways to learn more were provided at the end of each module to allow team members to reference and refresh their knowledge over time.
Rolling out this enablement program to the global marketing organisation:
- Created a baseline understanding of the end-to-end lead management approach
- Established consistent knowledge of key sales and marketing processes
- Levelset the understanding of MarTech setup, across Salesforce/Pardot
- Validated users’ capability to make use of the MarTech ecosystem
- Established easier, more consistent onboarding of new marketing team members
With this program now in place, the organisation has already begun to improve marketing performance and deliver demonstrable value aligned to business objectives.