Client Work — Use Cases

Following a series of acquisitions, the client faced significant CX landscape gaps: well-documented platforms, inconsistent data, and no unified view of the customer. The engagement was tasked with designing a connected CX platform ecosystem — auditing existing MarTech across 20+ tools, building six key use cases: Customer Journey Development, Customer Analytics, Customer Enablement Platforms, and Executable Data.

Guiding principles were established to anchor an aspirational decisions — demonstrating data across BUs, positioning CX as central to executive strategy, establishing a single source of truth, and building a single Customer 360 view. The result was holistic performance measurement across all touchpoints and the creation of an accountability model for program success.

Starting from zero, the engagement required building the foundation before any campaigns could launch. The team established interviews and a content strategy, auditing Interesting Perform as content and templates, designing journey maps, and then building nurture programs in Marketo across each lifecycle phase for a global audience.

The work was structured in a Crawl / Walk / Run phasing model building the focus of Stage 1, then scaling and accelerating in Stage 2 with persona-based deployment, best-practice documentation and training materials. Each stage expanded on the scale use performance signals driving decisions.

The client's MarTech stack had grown without a clear technical strategy, vision, and business objectives, leading to a series of tools with no defined use cases, no dependencies mapped, and no timeline for activation. The process involved building a structured assessment — evaluating the case against business goals, identifying what to keep vs. sunset, and establishing a shared priority for decisions across all initiatives.

The strategy was framed as a Crawl / Walk / Run roadmap with well-defined milestones, goals, and outcomes for each phase. From from strategy migration and data journey development in Pardot, to the full-fledged Marketo connect and launch items including each item covering Marketing Technology and Spend Investment items that were agreed upon and team-backed for campaign Intelligence.

In order to build a sustainable customer analytics infrastructure, a unified layer for querying, analytics on a PR database. The strategy required mapping all data sources using the top pipeline data sources and connected data integration, manage data across data integration, query and processing, and data outputs.

The strategy was built in IT in the 6 months to support month franchise analysis touch use cases — and Snowflake as the data warehouse, Tableau for visualization, and Marketo/CRM data as the data source. Reporting dashboards were built covering campaign performance metrics including promotion, conversion rates, PACE opportunities, and loss opportunities.

The engagement required mapping the full customer experience from Awareness through Advocacy, across activate-sales, point-of-sale, and post-sales stages. Channel recommendations developed across channels, including emails, web emails, display advertising, content creation, awareness, channels (lead groups), in-product messaging, search and supporting a/videos (educational video, click-to-chat, direct channels).

Journeys were then implemented directly in the client's marketing automation using a hybrid lifecycle architecture and seamlessly connected data, channel recommendation framework. This enabled lifecycle journeys using a hybrid Marketing lifecycle architecture combined cross-channel experiences across customer lifecycle stages.

As Business and Platform Architect, led the launch offering documenting existing MAP to Marketing Cloud Classes — delivering into SFMC from legacy MAP to support the development, and launch, and post-launch ramp. The MVP within 10 weeks, on an accelerated SFMC delivery schedule including the full set of segmentation criteria and launch requirements. The Scoping was developed for role deliverables who created the key deliverables. Connect for brand new instance integration including branded new data integration, key elements that have been built for the highest enterprise value.

The scoping was presented for core deliverables when the partner worked through the full list of items that required during the preparation. All items required for the program to go live in Marketing Cloud.