Martech Consulting - Technology Should Enable Success, Not Be a Barrier to It | Conduit Innovation

Digital Transformation
MarTech Consulting

Technology exists to enable people to be more effective, whether through automating processes or streamlining approaches. We believe that it is critical to keep the goals of the business in mind to ensure that technology always serves the business and its people.

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MarTech Assessment

In order to determine the ideal MarTech stack for your company, we perform a complete accounting and viability assessment on your overarching business goals relative to the market, forecasted sales, competitive landscape, and internal resources and capabilities.

Business Requirements Discovery

We begin by working with you to fully understand your business goals and challenges, as well as your strategies for growth. We then examine your existing marketing technology stack, associated workflows, integrations, and usability for each type of user.

Current State Process Design

We’ll map this preliminary assessment against current and planned sales and marketing efforts and revenue targets to reveal key functionality and scalability concerns, and to determine new workflows that may need to be considered.
 
We will then broker drive consensus around a shared set of business requirements across sales, marketing, IT and your executive team.

Current Technology Assessment

After mapping the business context behind your existing workflows and technology platform decisions, we perform a high-level ROI analysis on your current sales and marketing platforms based on costs, efficiency, and impact on each team as well as your overarching business objectives.

MarTech Strategy

MarTech Roadmap Design

We recommend the appropriate technology platforms and vendors that meet your requirements at each stage in a fully integrated marketing, sales, and customer experience journey. We share our recommendations and the key features and attributes that led us to our decision.

Conduit Innovation’s 11 Principles for Technology Recommendations

1. The overarching strategic goals of the company
2. The current state of the technology stack
3. How users of the current tech stack leverage the tools they have
4. Feedback to understand shortcomings & opportunities
5. Qualitative/Quantitative behaviors of customers & data requirements
6. Activities, processes & automation that form a strategy for growth
7. Industry standards & best practices
8. Future scalability considerations for strategic goals
9. Tangential systems & potential integration considerations
10. Cost to maintain, support & service
11. Maximum adoption through a 360-degree Technology UVP

Implementation Support

We help you gain alignment and agreement across all internal stakeholder teams and make recommendations for how to proceed depending upon your unique requirements and objectives. This could include managing the implementation and integration process with third-party vendors or developing an integrated reporting solution for all your key stakeholders.

Data & Analytics

Knowing everything about your customers is not as beneficial as knowing exactly what you need to know about your customers. The lives of Marketers are not getting easier, they are in fact becoming more difficult. The biggest value is understanding how your customers and their subsequent behaviors provide your business ability to prioritize what you focus on and who you focus on. 

Having the luxury of knowing:

  • What you focus on (the business impact)
  • Who you focus on (the type of customer)
  • Informs what Marketers do (the activity)

The missing link in aligning the subject of your focus, the activity and it’s corresponding business impact is the contextual detail behind that customer’s actions. We believe a succesful data model combines.

  • Customer profiling measures
  • Considers the purchasing lifestyle (consumer) or business environment (B2B) that shape the behavior of customers
  • Actual customer buying behavioral data (sales data)
  • Historical Sales, Marketing & Customer Experience KPI’s 

Data Deep Dive

We identify all the places where relevant and useful data is locked within silos throughout your organization and bring our customer-centric approach to a deep-dive analysis of all of your historical sales and marketing data performance.

Data Modeling

We then build a new data model based on a collection of common customer attributes and segment them into logical groups most important to your business.

Data Enrichment

We map your historical sales data against your personas to determine the real (sometimes hidden) monetary value of each. This provides both marketing and sales with a highly focused list of high-value targets to develop an integrated customer acquisition and retention program.

Data Gap Analysis and Alignment

We identify gaps in data and data quality and develop a strategy to solve the problem. We share our findings with your leadership team and help align sales and marketing with the customer goals identified in the new data model.

Data Visualization

We work with clients to utilize business intelligence tools to create dashboards that enable business owners and operators who are not technical in nature to understand their businesses without a requirement to understand technology. Our goal is to have our users spend less time in their data and more time using the pre-built dashboards to prioritize “what” to focus on, “when” to act and uncover the “why” behind the trends they see.

Areas of focus:

  • An elegant, scalable user experience geared to operators who are not data scientists
  • Considers the real business trends and challenges within the industry
  • Makes it as easy as possible for the user to operate and benefit by the product
  • Clearly communicate complex data
  • Uncover patterns in your data
  • Pinpoint what action needs to be taken
  • Make informed decisions based on facts
  • Automate manual processes
  • Enable faster and smarter decision making
Integrated Reporting

Tired of siftingthrough disjointed data reports?

Lack of a standard for data and reporting, makes it difficult for decision makers to identify and track fluctuations in revenue performance, forcing them to make reactive decisions.

Make your datawork for you

Our integrated reporting services give executives and tacticians a clear view of their organization's performance in real time and empowers them to make confident and purposeful business decisions.

We help you unify disparate reporting so you can gain insights into customer behavior to ensure successful business outputs by connecting all your existing tools, financial, marketing and sales platgorms to aggregate all your data in one place.

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