What the Client Really Needed
A Strategy Built on a Customer-Centric Consensus
At Conduit, we believe the real power of technology comes when it is enabling an effective strategy. Because of this, we work to combine the strategic with the technical, not allowing them to remain in silos. Working with the senior management team to create a clear strategy, provided the opportunity to align the leadership and create consensus. This strategy, one that was driven by a focus on understanding customers and their behaviors, and using that understanding to determine customer value, allowed the client to understand the value of their customers, relate their multi-faceted value proposition to the right audiences, and have a strategy that would bring them the results they wanted.
A MarTech Strategy Fueled by Company Vision
Conduit took the time to analyze the current state of their MarTech stack and data model to understand the gaps and future needs to meet business objectives and requirements, including platforms, people's roles and processes, as well as their pain points and wishes. All of this was aligned with the organization's broader goals and strategy as Conduit worked to create business and technical requirements for the future state MarTech stack.
Data is 50% of the Solution
This process enabled Conduit to understand what is required of the data model and establish KPIs that would enable the organization to measure results. During this process, Conduit brought to light how the company viewed technology with a feature and function first approach was separate from how they company was utilizing their data to measure performance. In order to have a cohesive strategy, all of these elements needed to come together with the business strategy and customer driving.
Gaining a Clear Picture
But having a true representation of the current state allowed the internal stakeholders of the client to have a baseline they can begin from and align on the roadmap for the future that aligned the people, processes, platforms and data around truly understanding the customer.