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The Start
Volkswagen Financial Services were facing a stalemate when it came to data management, CRM and marketing platforms. Salesforce had
seemed to appear as the primary CRM system with no perceivable rhyme and reason for its existence. Conversations from Germany were
questioning if it was even the right system and adoption was minimal across the organisation. But even worse, the attitude towards it was very hostile! The simple truth – the sales people hated change and anything that got in the way of selling or enabled the business to put too fine a lens on the detail of their day to day activities.
The Middle
After an initial audit and evaluation of the systems and business processes, we recommended that they retain Salesforce and instigate a programme to get it embraced by the organisation. In addition, it was recommended that they add Pardot as a data and automation solution in order to exploit the true potential of the tools. The journey then began…
We created, shaped, managed and supported VWFS in deploying SFDC across the business. The Top 10 work streams introduced were:
1. Business Objectives – the overarching vision for the system, the measurable outcomes and the elevator pitch for VWFS’s SFDC
2. Sales Process and Customer Journey Flows
3. Development of Data, CRM and Sales Strategies
4. User Auditing and Definition – who, what, where, when, why and how
5. System Governance – from Sales and Marketing to IT and Finance
6. System Configuration and Rationalisation – from data categorisation, definition and field specification to system integration and reporting
7. SFDC Training Programme and Stakeholder workshops – driving culture through advocacy and champions
8. Key Account Insights – capturing, storing and managing insight from multiple business intelligence sources and reports
9. Day to Day Data Management
10. CRM and Data Mining – ongoing profiling of data based on affinity and propensity
The End
Through a focus on data, pipeline management and CRM, VWFS reached 142% of their stretch vehicle target. Adoption of SFDC across the sales, account management and customer service departments has moved from 12% to 100%. The C-Suite all have their very own bespoke dashboards and sales meetings are all run from Salesforce.
Their culture has changed – if it’s not in Salesforce it doesn’t exist!
Contact kim.mclellan@hunterlodge.co.uk to discuss how we could supercharge your marketing automation efforts.