The Client
Emarsys is a global marketing automation business - offering a platform that blends customer data with communication channels such as email, SMS, social media - personalising these channels for retailers, travel companies as well as several other verticals. With global revenues in excess of $150m and very low customer churn, the emarsys platform was recently acquired by SAP and is considered “best of breed” in the enterprise marketing sector.
The Challenge
In 2019 emarsys faced some specific challenges in the UK with sales and marketing. Sales had a very high close rate, but marketing was struggling to deliver the quantity of high-quality sales leads that the sales function required to make target.
Internally, the CRM system had some data quality issues, and the teams wanted to move to a “Target Account” model - blending sales with marketing activities to a small and select group of accounts which the business had good intelligence on, and who they knew would be a good long term fit for the platform.