Marketo integration, data regulation and platform optimisation
Grant Thornton Australia sets global marketing best practice
The business case
Recognising that its business lacked the ability to drive demonstrable marketing ROI, Grant Thornton Australia initiated a review of marketing automation platforms – leading to the implementation of Marketo. The introduction of Marketo further highlighted that marketing and sales operations needed to be better aligned, which moved CRM high up the investment agenda.
The vendor decision
Having initially managed the Marketo roll-out using in-house resource, Grant Thornton Australia appreciated the need to commission specialist support with the CRM implementation. SFDC was selected as the platform of choice, with BluprintX subsequently appointed as consultancy partner to deliver a best practice Marketo integration.
While the primary catalyst for Marketo and SFDC integration was to achieve better sales and marketing alignment, as GDPR regulations were also coming into force at the same time as system implementation, Grant Thornton Australia needed to ensure its operations were data compliant.
Deploying a cross-departmental project management strategy, BluprintX worked with IT, marketing and sales to undertake SFDC set-up and Marketo integration. Beyond technical support, BluprintX helped Grant Thornton Australia to build-out its lead lifecycle and then assigned lead scores in the integrated system. For GDPR compliance, a best practice preference centre was created.
A major success factor in BluprintX’s approach was the on-site presence of its dedicated project management team during critical delivery phases. During these periods all stakeholders from across the business could input in real time, enabling rapid decision making and ensuring efficient project progression.
BluprintX set the project direction and managed the process through from kick-off to hand-over. Remote support continued beyond initial go-live to assist marketing with further optimising its systems and troubleshooting technical issues.
With a relationship built on trust and transparency, all departments were invested in the success of the project which created a harmonious, productive, and ultimately effective working environment.
- Develop a best-in-class marketing and sales system set-up.
- Align sales and marketing to achieve increased business performance.
- Establish robust data handling processes to ensure GDPR compliance.
- Improve speed and accuracy of marketing reporting to drive demonstrable ROI.
- Enhance marketing campaigns to deliver improved results.
The integration of SFDC with Marketo unlocked the real potential of marketing automation for Grant Thornton Australia, broadening its use from isolated email activity to the management of targeted campaigns.
Moreover, the connectivity and visibility between marketing and sales not only enables the business to accurately report on ROI, it is now shaping the way campaigns are executed and directing budget to where it will deliver the best return.
Labour intensive manual reporting and data processing using spreadsheets have also been replaced with sophisticated and automated analytics.
Prior to the Marketo and SFDC integration, Grant Thornton Australia had no visibility of the quality of its lead pipeline. Now, with the lead lifecycle and technology in place, it can more easily prove the effectiveness of marketing and track the number of MQLs accurately.
Having been the first Grant Thornton practice in the world to move to technology-driven marketing and sales operations, Grant Thornton Australia is now used as a best practice example globally – setting a blueprint for other member firms to follow.
Key metrics included:
- SFDC and Marketo integration completed in just 6 weeks
- Full visibility of the lead lifecycle from new lead to revenue
- Understanding of ROI and the marketing team’s influence on revenue
- European (GDPR) and Australian privacy law compliance
- Complete alignment between marketing and sales teams
“BluprintX’s unique blend of technical expertise, commercial acumen and financial services understanding was a critical factor in successful project delivery. The cross departmental approach proved pivotal in accelerating the programme while maintaining the highest quality standards. The team very quickly earned everyone’s confidence and we continue to rely on them as a trusted consultancy partner.”
Ben Scott, Head of Digital Marketing & Communications