By Paige Paradeis, Senior Solution Architect at Coffee + Dunn
A Top 10 financial service firm wanted to improve campaign visibility and transform their marketing operational processes to improve productivity. The firm was challenged with a lack of centralized tools for marketers to consistently track project data, manage day-to-day tasks and facilitate compliance reviews.
Coffee + Dunn was asked to perform a marketing capability analysis and provide process mapping to improve future efforts. Through the analysis, Coffee + Dunn identified three major themes:
- To empower front line customer communications, the marketing department first needed control over content creation processes to meet compliance requirements
- To improve scalability, the marketing department needed better visibility into line of business needs and the ability to manage requests and the creation of content
- To mitigate compliance risks due to growing business line complexity, the marketing department needed to establish consistent content review protocols
Coffee + Dunn implemented a leading marketing resource management solution with a focus on project management, task tracking and asset review and approval. Through a series of workshops, interviews, and data gathering, C+D worked with the firm to define a common marketing hierarchy and nomenclature, develop a standard intake process, define common marketing planning and execution processes, and develop a consistent compliance review process across all lines of business.
The firm rolled out the marketing resource management software to 130+ marketers, 30+ design and digital resources and hundreds of line of business reviewers. The firm was able to eliminate manual project tracking across the various lines of business. They were also able to implement a standard process for developing and reviewing marketing material along with introducing a common repository for compliance review documentation and final marketing collateral. The firm has greater visibility across marketing campaigns, projects, and individual resource activities. In addition, the firm has audit trails for marketing content changes suitable for compliance reviews.