Open Universities Australia (OUA) was looking for a marketing strategy to grow lead and revenue results for its B2B division – e3Learning.
They needed a plan that would integrate their sales and marketing functions and provide a systematic and steady flow of leads for the Sales team to pursue. Lead management processes needed to be refined and re-engineered, and marketing automation was on the table.
As part of our development of their Lifecycle Marketing & Automation Program, we engaged the Sales and business leaders in workshops to align their objectives with that of Marketing. This included Lead Success Path and MQL definition, lead management, lead scoring and routing processes.
We guided them in their CRM and marketing automation systems integration, trained their Sales team and developed a multimedia Sales Enablement Playbook as an instructional guide.