Improvement of the process of collecting and managing ideas
Marketing and Sales
Category:
Marketing and Sales
Technologies used: AirTable
Our client was a medium-sized service company that was in the phase of intensive business development. Company managers carried out various marketing and sales activities spread over many channels. The number of campaigns was constantly growing, which made it difficult to assess their effectiveness and control the budgets spent.
High Data Dispersion
Marketing and outreach campaigns were conducted on multiple channels simultaneously (including Google Ads, Meta, Cold call). With so much diversification of activities, managers spend hours a week logging into individual tools and copying data to company excel.
The way the data was evaluated did not allow for a quick response
A manual copying of data to excel not only took up managers' time, but also delayed reactions to key events, since no one supplemented the data on an ongoing basis. For managers, it was a tedious and monotonous job that fell to the last place on the list of their priorities.
Unable to assess the real profitability of the campaign
Data from marketing channels about the effectiveness of the campaign (e.g. impressions, entries or conversions) was not linked in any way to data from CRM (e.g. the amount of money for which a contract was signed with the customer).
Difficulties in assessing the effectiveness of employees
In addition to online campaigns, the company also conducts cold-call activities, in which the types of conversions were different from typical marketing events. A client wanted to be able to fairly evaluate both types of activities in order to be able to compare their effectiveness.
New automated management center
We created a database in the AirTable tool, which we integrated with all data sources in such a way that they are automatically downloaded. We then created clear interfaces and added filters so managers can see all the data they collect. From now on, the analysis of multiple campaigns is carried out in one place, which significantly speeds up operations in the company.
Alerts on key events
In order to speed up the response to possible errors and irregularities in marketing campaigns, we have implemented automatic notifications. Automation notifies assignees when key events occur (e.g. budget overruns or decreases in ad impressions). Alerts are sent both by email and via the Slack app.
Automation of analysis of sales and marketing data
In addition, to make data analysis take up less time for managers, we connect the marketing dashboard we created with the customer's CRM system. This solution allows you to compare marketing data (e.g. campaign cost) with sales data (e.g. lead calorific value) and automatically calculate the ROI of each campaign run by the company.
Unified system of performance evaluation
To allow a fair assessment of the effectiveness of different marketing activities, we have created a common conversion model that takes into account both the results of online campaigns and cold-call effects. We integrated data from both channels and developed unified success rates. Now the client can easily compare the effectiveness of the teams and make decisions based on the real value of the actions.
Now the company uses time saved on manual analysis, creatively.
Evaluating campaigns and making strategic decisions has become easier.
A client can finally reliably evaluate the results of the work of his employees.
Cost of implementation
€11 000
Increase in the number of sales openings
37% on a monthly basis
Return on investment
after 6 months
Implementation time
8 weeks
Contact us and arrange a free online consultation with our specialist, thanks to which you will find out what a similar implementation could look like in your company!
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