Advise us on the marketing technology we need to bring our CRM and loyalty strategy to life while aligning with our new brand values.
Execution
The foundation
- From business strategy to CRM & loyalty strategy: While the goal was to implement loyalty marketing, the strategy was lacking. I worked with stakeholders through customer journey maps for target groups such as visitors, schools, and sponsors, to define the roadmap. This became the basis for determining the necessary technology requirements.
Business transformation
- New Marketing operating model: Defined the required roles, responsibilities, and job descriptions. Established data governance processes and knowledge retention around marketing technology, both functionally and technically.
- Pilot projects: To demonstrate the value of data-driven operations and create buy-in, I launched several smaller pilot projects alongside the main initiative. These led to surprising insights.
Digital transformation
- Data and IT infrastructure analysis: Using the functional roadmap as a foundation, I conducted an analysis of the current data and marketing technology infrastructure to identify its strengths and limitations.
- Defining the desired Martech stack: Developed scenarios for the necessary marketing technology components, outlining the pros and cons of each scenario.
- Creating the RFP document: Finally, I translated all functional, non-functional, and technical requirements into an RFP document to guide vendor selection.
Results
- Defined ambitions, customer journeys, and priorities.
- Achieved an organization-wide understanding of both user and technical requirements.
- Delivered recommendations for acquiring marketing technology and a high-level implementation roadmap.
- Established an operating model, including data governance and knowledge retention.
- Completed an RFP document for phase 2: vendor selection.