Email marketing & telemarketing business processes automation
We received a contract to develop and streamline the IT department of a company that delivers prospective business-to-business (B2B) and business-to-consumer (B2C) customer contacts for email marketing campaigns.
Our objective was to automate a number of processes inhibiting the company’s business growth.
We started by performing a deep-dive analysis on the client’s business processes. At the time of our analysis, the company employed 15 workers, seven of whom were salespeople.
After preparing a comprehensive workflow diagram of all interactions between business touchpoints, we began developing a list of practical improvements.
We identified the following issues as pain points in the client’s business processes:
All incoming requests were stored in the same email inbox, to which four employees had simultaneous access.
Request allocation was processed manually, by forwarding an email to the relevant salesperson – a highly unreliable system.
Only two channels were delivering new requests: Google AdWords and referrals from previous customers.
Monthly sales and request reports were prepared manually in Microsoft Excel, consuming dozens of valuable work hours every month.
Work performance was assessed using a subjective and unreliable system, based on incomplete sales data.
The business received only 400 requests per month – a critically low number for an organization of this scale.
An insecure data storage methodology presented a critical risk of confidential information leakage, since private customer data could be shared with anyone in the company.
We prepared a list of practical recommendations based on our analysis of business process pain points. Based on the issues detected, we expanded the sources of lead generation from two to 10, in order to drive the company’s goal of tripling its growth over the next three years. To accommodate this expansion in lead traffic, we developed a dedicated software solution: a company web board integrating customer relationship management (CRM), enterprise resource planning (ERP) and content management system (CMS) functionalities.
Our tailored software solution incorporated the following functional units:
– a centralized data warehouse, in which contacts from all sources could be added automatically or manually. Once a lead was added, the lead board could display a 360-degree profile on that prospect, including name, time of application, traffic source, and even Google Search Keywords that led to the capture.
– a section dedicated to displaying the type of each lead, as well as the price for acquiring that lead (in case of a paid source).
– a monitoring system representing the current status of each sales pipeline, along with all relevant documents and action items.
– a section organizing each salesperson’s activity according to the type and number of leads generated. These optics enabled supervisors to allocate salesperson time and work hours more efficiently, by focusing on specific types of B2B and/or B2C leads.
– a dashboard capable of generating 18 different types of reports, including Leads Report, Lifetime Value Leads, Sales by Source, Not Billed, Sales by Team, Recycles, and many others.
In addition, we implemented a role access system, ensuring that employees at each level of clearance were able to access appropriate types of data about each lead. This new access system helped safeguard prospect privacy, mitigating the risk of information leakage.
Our development and implementation team for this software solution consisted of three developers, one frontend user experience (UX) designer, one project manager, and one quality assurance assistant.
A number of parameters and goals continued to evolve throughout the project, changing the requirements and circumstances of our work. In response, we adapted our approach on the fly, remaining focused on practical outcomes every step of the way.
We based our adaptive workflow on the Kanban methodology – an approach that emphasizes the continual delivery of useful features without overburdening the development team. Kanban is based on three basic principles:
Visualize what you’ll accomplish today, by seeing all items in content of the overall project.
Limit the amount of work in progress (WIP), by preventing teams from committing to too much work at once.
Enhance flow by removing items from the backlog each time another item is completed. These three principles promote continuous collaboration, and encourage active, ongoing learning and improvement by defining the most effective team workflow.
Our Kanban-based approach enabled the client to impact our decision making process throughout every stage of development. As new requirements were added and priorities were adjusted, we continuously adapted our workflows to focus on top-priority action items.
This approach significantly shortened the time to key deliverables, by enabling us to implement the first usable components of our software solution within just three months after the launch of the project.
We achieved these objectives by utilizing a technology stack incorporating
Our initial estimate for completion of the development phase was 14 months. However, our agile Kanban approach enabled us to complete the final deliverables within just 12 months, by initiating the testing process during the development phase, reducing the amount of time spent on fixing bugs.
Just one year after initiating the development phase, we provided the client with a full-fledged automated management system, significantly streamlining the company’s entire sales workflow.
Within just five months of implementation our software solution in the client’s daily workflow, a number of key performance indicators (KPIs) showed measurable improvement. After one year of active use, the following KPI improvements were achieved:
Number of lead
Major overall improvement in key financial metrics
Investing in a dedicated software solution makes practical business sense, for all the reasons outlined above. By basing a tailored solution on your business’s pain points and goals, this investment can be expected to provide measurable return within just six to 12 months of project launch, enabling your business to generate sustained growth and profit for years to come.