Enable Scalable Marketing Operations

Challenge

Deloitte had invested in marketing automation for several years, with Marketo embedded in day-to-day marketing operations. Over time, organisational changes and rising demand from multiple business units exposed gaps in process alignment, knowledge transfer, and operational consistency. Campaign planning and execution became harder as new initiatives arrived with different objectives, audiences, and messaging needs. Workflows and processes evolved in parallel, which created overlaps, inconsistencies, and growing reliance on a small number of individuals to keep operations running smoothly. This introduced risk. Critical expertise was concentrated, and the ability to scale or adapt was constrained. In addition, some campaign assets and templates no longer reflected current standards, reducing consistency and effectiveness. The core issue was not a lack of technology. It was the need for clearer governance, more consistent processes, and a more resilient operating model that could support growth and continuous improvement.

Solution

Chapman Bright and Deloitte prioritised operational foundations before pursuing large-scale change. The first step was a structured review and clean-up of existing Marketo processes. This included aligning lead management workflows, strengthening governance, and documenting procedures so knowledge could be shared, maintained, and transferred across the team. Rather than introducing sweeping changes, the team took an iterative approach. Targeted improvements were piloted to validate assumptions and demonstrate value before broader rollout. In parallel, a prioritised roadmap of marketing automation use cases was developed to align stakeholders, clarify objectives, and guide future improvement. This helped ensure each initiative contributed to a coherent path toward higher marketing maturity, rather than creating disconnected projects. To modernise campaign execution, templates and assets were updated, starting with email templates, to create a more consistent and scalable base aligned with current branding and communication standards. These changes were supported by improved KPI dashboards and program reporting to increase visibility, enable better decision-making, and support continuous optimisation. This approach was chosen because it addressed root causes of operational complexity: fragmented processes, limited knowledge transfer, and inconsistent governance. By strengthening foundations, piloting change, and aligning around a shared roadmap, Deloitte built a more reliable and scalable marketing automation capability.

Impact

The expected value is a more scalable and resilient marketing automation operation. Clear documentation and standardised workflows improve onboarding and help the team maintain momentum through staffing changes. Updated templates and campaign assets improve consistency and quality across marketing activities, supporting stronger brand alignment and more effective engagement. Enhanced KPI dashboards and program reports increase visibility, enabling data-driven decisions and ongoing optimisation. Improved lead management and clearer collaboration with sales strengthen the link between marketing activity and commercial outcomes. While specific metrics are not yet available, the combined impact is a more productive, reliable, and sustainable marketing automation engine that supports ongoing growth and measurable business value.