Customer Story - Marketing Program Change Support
The client was implementing a new marketing automation platform to support their desired growth rate and replace their multiple legacy platforms. The Marketing and Digital teams needed to establish a new process to support the new platform. Internal employees throughout the organization would be impacted by the new program and processes required.
Call for Help:
- The client needed support to ensure the successful migration of multiple legacy tools onto one single platform as their existing tools did not allow the company to scale and meet growth goals.
- Internal teams needed guidance on establishing and/or aligning processes to enable the successful launch of the new platform.
- Internal Marketing customers would need to adopt a new consolidated set of processes and behaviors.
Farwell Advisor Support:
- The FarWell advisor conducted initial stakeholder interviews, analysis, and a change impact summary for the project to level set internal understanding and create a path forward.
- A communications plan and a training approach and strategy plan were created to bring the employees along with the program and increase adoption.
- The FarWell advisor created communications to support leaders in their communications to increase internal awareness.
Results:
A successful implementation of marketing automation program.
- Trained and onboarded the Marketing and Digital staff to the platform enabling an early go-live of marketing campaigns on the new tool.
- Executed a successful multi-channel communications plan which sustained high engagement across all target audiences.
- Gained strong executive stakeholder alignment preemptively breaking down any potential barriers for the project team.
- Created foundation for sustainable change by establishing a centralized resource library with onboarding plans.
- Improved customer engagement with higher click-throughs and open rates.
