Co-creating the business case for marketing automation for the investor board
Preparing the marketing automation business case for a complex international matrix organization as part of their digital change.
Archives: Chaploop
Chaploop™ > Strategy > Discover > Accelerate
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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Wouter Hartman - Head of Marketing Excellence at Staples
“By means of in-depth interviews and workshops we mapped the IT landscape and defined the Marketing Automation Roadmap. Their deep experience and expertise resulted in finding several high value use cases (e.g. Improve call-to-deal-ratio with better quality leads).”
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Fundamentals for getting digital transformation right
Walk through the fundamental principles of digital transformation which can be of benefit to your business and customers.
Recession Proof: Digitally Beat Your Competition
These are strange times and you've probably been buried with ideas on how to double up on digital. But chances are likely we could head for a global recession. Which smart actions can you take right now to prepare and to actually grow?
Janneke van Egmond - Marketing Automation - Sungevity
"What I appreciate the most from our collaboration is the level of involvement of Chapman Bright with our mission and targets, and how the consultants go to great lengths."
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Chaploop™
Chaploop™ Growing your business with MarTech
Nowadays your prospects and customers expect your company to be relevant, by understanding them. Ever improving and more affordable marketing technology allows your company, and your competitors, to just that. It’s up to you to win the race against your competition.
The Chaploop™ methodology enables you to consistantly grow your business through MarTech. Your company’s marketing technology stack is like a ‘growthhackers’ toolbox to test new marketing and sales ideas, for business boosting hypotheses, and then scale those ideas that work.
With the Chaploop™, from Chapman Bright, there finally is a repeatable methodology that puts all the pieces and topics together in a meaningfull way. Before the Chaploop™ topics like ‘lead scoring’, ‘data’, ‘organization’ and ‘training’ were just unconnected words in table or grid view.
There are two big issues with MarTech implementations today. Firstly people think of MarTech is a ‘big red magic button’ that solves their challenges upon installation. Once you unpacked your growthhackers toolbox, you’ll need to (know how to) leverage it. The second big issue is companies still treat some MarTech as a channel (e.g. Marketo as only just a campaign platform or even just for emails).
Want to grow your business?
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Strategy
Discover
Looking at success stories and growth stories from our own customers, we found out that repeatable growth through marketing and sales typically starts with a hypothsys. An idea, likely based on an assessment.
ReadMarketing- & Sales Strategy
Change always impacts the organization and requires proper strategy. How do you design your company’s organization for repeatable and scalable successes? How do you align your marketing and sales?
ReadPrepare
Once you are organized to improve, you will have to determine your business case and define appropriate pilots. How will you get the most out of your investments? How to work agile, with small steps, towards success.
ReadOperations
Deploy
How can you deploy MarTech with best-practices from the start? How to avoid pitfalls? Have you though about migrating your old ways to the new platforms? Make sure you tailor your implementation to your company’s unique needs.
ReadLeverage
You and your team have put in a lot of work to unpack the box. This is typical moment where focus shifts to the next project. But now you must keep pushing forward towards success with new campaigns and activating your talent.
ReadBusiness Value Added
Yes reports are nice! You might even be able to report on revenue attribution. But don’t run reports for running reports. It’s all about success management. What works? What lessons learned fuel your next growth cycle with the Chaploop™?
ReadMore resources to grow your business?
Check our resource center
Chaploop™ > Operations > Business Value Added
Business Value Added
Looking at success stories in the market and growth stories from our very own customers, we found out that repeatable growth through marketing and sales typically starts with a hypothesis.
Hypotheses come from insights, and not from reports, analytics, or tables. Understanding what makes your business grow through MarTech does not come from a simplistic dashboard. If you’re doing well, you’ll have metrics available for data driven decisions.
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More about Business Value Added
Can't figure out what drives your growth?
We can help you discover it
Chaploop™ > Operations > Deploy
Deploy
How can you deploy MarTech with best-practices from the start? How to avoid pitfalls? Have you though about migrating your old ways to the new platforms? Make sure you tailor your implementation to your company’s unique needs. Have you also thought about data and integrations?
A problem we often see is that companies unpack the box, but forget to leverage their efforts. Another common mistake is to forget about people. It’s not about the technology, but what you can do with it. 50% is change management. Don’t forget to leverage your talent.
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More about Deploy
Need help deploying MarTech, ensuring growth?
We have the experience and best-practices
Chaploop™ > Strategy > Prepare
Prepare
Once you are organized to improve, you will have to determine your business case and define appropriate pilots. How will you get the most out of your investments? How to work agile in projects, with small steps, towards success.
Which benchmarks can you use in your business case to make sure your business case is as realistic as possible? How to write a project initiation document (PID) if you have never implemented relevant MarTech before? How to avoid pitfalls and ensure best-practices? Which disciplines and experts should be included in your project teams?
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More about Prepare
Don't know where to start your MarTech journey?
We've created pilots and business cases before
Chaploop™ > Strategy > Marketing & Sales Strategy
Marketing & Sales Strategy
Change always impacts the organization and requires proper strategy. How do you design your company’s organization for repeatable and scalable success? How do you align your marketing and sales?
Will you manage your MarTech centralized, decentralized, or hybrid? It all depends on politics or where the talent is at your company. Which department and/or roles should get which responsibilities after you’ve deployed your MarTech? And what are the best-practices to leverage in order to align your marketing and sales?
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To centralize or decentralize?
We can help you with MarTech best-practices
Chaploop™ > Operations > Leverage
Leverage
You and your team have put in a lot of work to unpack the box. This is the typical moment where focus shifts to the next project. But now you must keep pushing forward towards success.
You must leverage critical elements, such as engagement, talent, data, and integrations. If you don’t, it would just be a waste of your investment.
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More about Leverage
Implemented MarTech, but yet seeing any results?
We can help you leverage your MarTech
Chaploop™ > Strategy> Discover
Discover
Looking at success stories in the market and growth stories from our own customers, we found out that acceleration and repeatable growth through marketing and sales typically starts with a hypothesis. An idea, likely based on an assessment.
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).
Back to overview
