Automotive Case Study

THE CHALLENGE
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The highly competitive automotive industry requires marketers to be able to rev up their campaigns in no time flat. The company steered interested consumers onto showroom floors through a series of special events and promotions, each accompanied with an email campaign. That process ate up staff time and drained resources.

Additionally, the process failed to reach the marketplace in a timely manner and lacked the level of individualization achieved by more sophisticated campaigns. They wanted an engagement marketing program that would be flexible enough to communicate vehicle information about each of the company’s models, as well as provide a means to quickly and easily alter messages to meet the rapidly changing needs of the dynamic marketplace. Also, because auto consumers generally want to review a number of makes and models during the buying process, the company needed to be able to send out multiple messages to the same recipient without duplicating vehicle information already received.

THE SOLUTION

A CRM solution was implemented to support an indirect selling model, since the industry does not do opportunity management. The framework was put in place to manage calls and call-cycle planning, track spheres of influence and identify thought leaders. Interactions across field groups were tracked so that they could work better as a team. Territories were also aligned to manage field operations taking a very manual process that previously involved various systems and automating it on one user-friendly platform.

THE RESULT

CRM has become more of a process than an application for the pharmaceuticals company. We helped them with a lot of process-related things associated with CRM, such as territory alignment, call-plan management and identifying low-hanging fruit, including not just technology refinements but also business process improvements.