DRIVING INCREASES IN MARKETING ROI THROUGH IMPROVED ORGANIZATIONAL SCALABILITY A fortune 100 financial services marketing team was faced with shrinking budgets and more accountability for their activities. A need for scalability, and needed processes and technology would allow them to increase output and results without increasing staff. Pinpoint developed an innovative method for dynamically customizing a workflow template that allowed project managers the ability to adapt their project workflows as they entered more attributes into the system. This included resource accountability, management visibility, work prioritization, organizational scalability, and process standardization. The process standardization and task standardization allowed our client to meet business objectives.

1. CASE STUDY
CASESTUDY
DRIVING INCREASES IN MARKETING ROI
THROUGH IMPROVED ORGANIZATIONAL SCALABILITY
Implementing Aprimo across a large corporate marketing organization
to more efficiently plan, prioritize, manage and evaluate marketing programs.
OUR CLIENT…
The corporate marketing organization within a Fortune 100 financial services
company that includes Business to Business, Business to Consumer and Business
to Business to Consumer lines of business.
THEIR CHALLENGE…
Shrinking budgets across the enterprise meant our client’s marketing team was
feeling the squeeze. This large, diverse group was faced with the need for more
accountability for their many marketing activities. Tight budgets and increased
competition were pushing team members to do more with less. The group
realized the need for scalability, and needed processes and technology that
would allow them to increase output and results without increasing staff.
A key to achieving scalability was the ability for marketing management to priori-
tize and assign staff and resources to the most effective marketing activities.
Visibility was needed across the entire group – every position and resource had to
be justified and linked to specific programs, client segments and corporate
strategic objectives. Processes and information flow needed to be streamlined.
They needed a system for capturing resource expenditure data, dynamically
assigning staff to projects to achieve alignment with priorities and providing fast,
easy access to summary and detailed reporting.
OUR COURSE OF ACTION…
Pinpoint first looked at the diverse set of over 100 distinct processes that were
being executed by the various teams. We interviewed approximately 60 manag-
ers and staff across the organization to identify existing processes, current infor-
mation flow and common pain points. Each small team had their own unique
processes and practices, and by identifying common tasks and sub-processes and
common outputs we were able to standardize information flow between teams.
Our consultants developed an operating model for marketing that embodied all
the diverse activities but provided the standardization needed for operational
scalability. This operating model was then implemented in the Aprimo system as
a set of 20 workflow templates containing standardized tasks and roles.
We developed an innovative method for dynamically customizing a workflow
template that allowed project managers the ability to adapt their project work-
flows as they entered more attributes into the system. The process standardiza-
tion and task standardization allowed our client to meet business objectives,
even in an environment with many diverse marketing processes. We also stan-
dardized reporting and roll-up of task data across activity types. The design
created several standard information templates, allowing the team to gain
consistency across their common requests for creative briefs, campaigns and
marketing materials.

2. CASESTUDY
CASE STUDY
s marketing programs. Our consultants are expert
ses and technology systems.
About Pinpoint Systems Corporation
Pinpoint Systems Corporation is a leading provider of marketing solutions and marketing software implementation
services that help increase the overall profitability of a company’
marketers and technologists with a truly creative approach for linking marketing proces
We serve Fortune 500 and mid-market companies across vertical markets. Our clients benefit from our proven, scalable
solutions that are customized to their unique business needs.
For more information about Pinpoint Systems Corporation, call 800-809-0612, email info@pinpoint-corp.com or visit
us at www.pinpoint-corp.com.
©2011 Pinpoint Systems Corporation
In order to drive user adoption, Pinpoint performed training, roll-out and user
adoption support services, including:
• a customized role-based training course
• in-person training in multiple U.S. cities for 200 users
• online webinar training for remote employees
We also managed and tracked user adoption and identified barriers to adoption.
Where there were barriers, we developed and delivered “Lunch and Learn”
webinars and provided remote desk-side coaching on a one-on-one basis as
issues arose.
The client is now planning to implement a financial module that will integrate
with their enterprise financial systems. The roll-out is continuing to corporate
communications, e-commerce and customer analytics groups.
Before MRM Implementation After MRM Implementation
Process
Standardization
Organizational
Scalability
Work
Prioritization
Management
Visibility
Resource
Accountability
• Over 100 unique processes across
team, despite largely similar work
• Information flowed between teams
via phone calls and emails
• Accounting for headcount by teams
• Unable to track resources by
project or by deliverables
• Unable to link marketing resource
expenditures to corporate strategic
initiatives or client segments
• Weekly narrative status reports
were purely qualitative
• No insight into progress against
deliverable deadlines, resource
utilization by team or actual cycle
times for tasks and projects
• Little information available to make
decisions on work prioritization
• All work had the same priority until
a deadline, then that piece of work
became critical
• Steps at the end of processes were
often hurried or skipped, leading to
sub-optimal quality
• Very Low: Need new dedicated
team to launch new initiatives
• Time spent interfacing with rest of
department increased significantly
as new teams/initiatives added
• Resource expenditures recorded in
MRM database at task level
• Resource expenditure information
available by task, project, process,
activity, client segment, business
unit, strategic initiative, dept. and
many other attributes
• Real-time project status vs.
baseline project plan visible to
management
• Ability to see resource utilization
for staff members by task type,
project & activity type, and roll it
up by department
• Visibility into cycle times for task
types, processes and activities
• Utilization data enabled shift of
resources to high priority projects
• All projects assigned importance
and urgency attributes
• Project schedule delays automati-
cally flagged and reported for early
corrective action
• Very High: Utilize standard task
types and workflows to quickly
implement new processes
performed by existing teams
• Workflow automation, standard
information templates & resource
utilization insight minimize add’l
resources on new initiatives
• Set of 20 standard workflow
templates to cover all work
• Standardized tasks performed
across workflows, rules for
approvals and templates for
recording and referencing projects