Implementation of Campaign & Lead System by Alpha*
PROBLEM
Alpha*, a US based lead generation agency had just doubled their client base across two continents and expanded their publishing partners.
However this growth brought a plethora of headaches while integrating operations for the new clients and partners with their BAU activities. Some of these challenges were –
- Catering to multiple standards of campaign specifications and expectations across clients
- Tracking capacities and trying to optimize allocations of campaigns across its partner base
- Finding accurate answers to questions like – are we on track, where is a campaign stuck, where are the deliveries in the funnel
- Spending inordinate time in managing manual processes to handle leads deduping, leads QA and lead management & delivery
- Ever increasing reject numbers from clients due to manual errors in the process
These were challenges that needed to be solved to scale and grow sustainably. While growing the headcount and putting more heads on the problem could have been an answer, it would not be a permanent solution.
SOLUTION
Alpha* implemented Campaign Management and Lead System (CALS), a cloud based lead management system developed by Marketboats Consulting Inc, in January 2020. An implementation timeline of 7 days ensured that BAU was not affected. The support and training provided by CALS team ensured that that the Sales, Demand Fulfillment and Operations teams were up and running without glitches or impact to revenue.
WHAT CHANGED
In a month, different departments were able to setup campaigns and track them across stakeholders in real time. Campaign specifications could be customized to client requirements without any delays or operational hassles. Partner onboarding was seamless and the turn around time for communication was significantly reduced.
The technology usage in CALS also helped strengthen processes. Quality assurance was automated for all leads across processes- deduping, restricting by TAL/Suppression lists, validating fields like emails/phone numbers/addresses. API integrations helped streamline delivery processes.
The reporting module of CALS allowed senior management to make informed decisions on both financial and operational metrics.
THE GAINS FOR ALPHA*
Alpha increased its capacity and ability to deliver high quality leads on time. They saw 50% increase in their ability to deliver campaigns to their ever increasing client base, on time, and standardized for each client
- Lower launch to initial delivery time – Down from 1 week to 3 days
- On time Fulfillment – “We were struggling to get to 75% completion by end of the month. Earlier we had a celebration on crossing 80%. Now 92% seems like a failure” – Account Manager
- Quality – Lead rejections reduced from 12% to 5.5% thereby increasing throughput and profitability of the team
- Enhanced Data Security – With CALS role based access and data encryption, data security is at the core of CALS
- Enhanced Collaboration – Earlier teams were operating in silos with no visibility on the moving parts in demand fulfillment. CALS got the funnel of work on one platform thereby enabling greater collaboration
“We are able to manage the growth not only in terms of absolute volumes but complexities that come with an expanding client base. With this solution we are prepared for the growth in subsequent years.” – Managing Director
*Name changed to maintain confidentiality
