BUSINESS SITUATION
We linked marketing campaign effectiveness with sales conversion funnel to drive targeted customer acquisition plans
SGA APPROACH
- We integrated salesforce, marketing campaign, google analytics and other data on a cloud-based data warehouse
- We created automated pipelines across these data sources to ensure automatic updates for all of these sources
- We created dynamic linkage of the integrated sales and marketing databases with Business Intelligence front-end and delivered 50+ customized dashboards across multiple business groups
- We generated 20+ Key Performance Indicator metrics (Sales Qualified Leads, Marketing Qualified Leads, cost per win, etc.)
ENGAGEMENT
We integrated sales and marketing campaign leads in a combined digitalized format and measure campaign effectiveness
BENEFITS AND OUTCOMES
- This helped in enhancing sales lead conversion rate from ~8% to 15% through campaign effectiveness measurement
KEY TAKEAWAYS
- We enabled the entire sales & marketing hierarchy all the way from business heads to the on-ground sales and marketing personnel to measure their performance as well as take insight-based actions to improve sales
