Preparing the marketing automation business case for a complex international matrix organization as part of their digital change.
Chaploop™ > Strategy > Discover > Accelerate
We found out that acceleration and repeatable growth through marketing and sales typically starts with a hypothesis. This could be a simple idea, such as the hypothesis that cold calling leads or calling leads with low quality by your inside sales is too costly. And that calling warm, more nurtured leads, could reduce the cost of customer acquisition (and improve employee satisfaction of inside sales representatives).
Wrapping your digital transformation around such hypotheses / growth potential scenarios has a much higher change of reaching your goals compared to the alternative. The alternative is the toolbox method. Where you focus on delivering new capabilities and train your staff on the new tools. That by itself will not result in transformation. You have to understand that there is a difference between ‘change’ and ‘transformation’!
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