The recently hired top-chair marketing leader of an Am Law 100 firm had a mandate to create a sales culture, common sales methodology and supporting infrastructure. The leader recognized that the firm’s suite of CRM and marketing automation technologies would not be able to support this vision and engaged Calibrate Strategies to develop a roadmap for future martech investment.
Calibrate Strategies used questionnaires and interview research with stakeholders to understand the business requirements for systems, technologies and processes supporting marketing and BD. Calibrate then documented the future state, including processes needed, technologies used, data flows and actions/decisions enabled by the technologies. Calibrate also researched viable CRM and marketing automation solutions to support a common sales methodology.
The marketing leader received a comprehensive, independent report that included three fully costed options for renewing the firm’s marketing technology. Using the report, the leader was able to build a successful business case for martech investment.