Leveraging marketing automation success management learnings to the whole groupDassault Systèmes
With frequent acquisitions it’s important for Dassault Systèmes to provide new business entities with a state-of-the-art marketing engagement platform.
Quintiq, an absolute front-runner in marketing automation and sales automation, was acquired by Dassault Systèmes. Whilst Quintiq had their state-of-the-art marketing automation work based on Marketo and Salesforce, Dassault Systèmes was still running Neolane and Siebel on-premise. Which learnings could be assimilated, so Dassault Systèmes could set up a best-practice marketing automation environment for all its other subsidiaries.
Several international discovery workshops were executed to uncover all marketing automation best-practices.
A leadership- and experts team was formed. A team of experts from Quintiq and Dassault Systèmes prepared workshops. Those workshops took place in Den Bosch and Paris. The marketing automation best-practices workshops were joined by leadership and experts from different teams (e.g. Demand Generation, Field Marketing, Marketing Operations, Sales Operations, etc.)
A blueprint for success, based on the input of the workshops
All lessons learned from the different workshops were assessed and compiled into a final recommendation. A blueprint and design for the ideal best-practice marketing automation landscape and requirements. The entire MarTech roadmap was adjusted to make sure the course was set to a global best-practice environment.
The importance of a proper MarTech Roadmap
It’s important to have a proper strategy and vision on how your marketing technology will enable your teams to be successful. Simply ad-hoc changes and add-ons are not a strategy. Stay up-to-date on best-practices by attending vital MarTech events. Fill your backlog with ideas generated externally and internally. Prioritize every backlog item based on impact and effort. Constantly innovate to improve your marketing- and sales engine. To win the race, you need to stay ahead of the competition. You can’t lead without innovation.