Our E3 Methodology

Transformation—It’s at the center of our name and at the heart of what we do for our clients.  We start with your passion for creating customer value. We add decades of experience in designing, building, and evolving marketing automation solutions that deliver sustainable value. While each of our engagements is unique, we group our services into three categories that align with your current state of transformation:

envision

Envision

We assess where you are, your future state, and gaps that have to be closed. We deliver a roadmap that will define the transformation of your processes, technology, and customer experience.

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execute

Execute

An old adage says that a vision without execution is nothing more than a wish. We partner with you to define business requirements, select vendors, and oversee the implementation of your solution. We identify risks and ensure that your executive team applies resources required to succeed.

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engage

Engage

Implementing a new process and technology is only the first step of the journey. We help you engage with three critical audiences to fully realize the potential of your investment. We help you focus on 1) users who need to adopt the new technology, 2) customers who receive a new experience, and 3) functions such as sales and finance who must align with your new approach.

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Envision

All marketing automation programs start with a view towards a future state. MTS will collaborate with you to create a powerful and compelling vision backed with clear business drivers. Our mantra:  Business drives the transformation and automation enables it to happen. We define the various “threads” -- financial, process, technology, and talent -- that all must come together for your future success.

We bring along the experience of working with global leaders such as IBM, Dell, eBay, HSBC, and Adobe. Following is a list of services that can be tailored to meet the needs of any global marketing organization.

Needs Assessment

Prior to beginning any marketing transformation, organizations should understand where they are at today versus where they want to go. MTS has a structured process that starts with your vision for a future state marketing organization. We then evaluate where you are today by interviewing groups and individuals and reviewing legacy documents and processes to understand all of the requirements driving your investments.  Finally, by adding our perspective gleaned from engagements with other companies, we help you understand the gaps and find the most efficient path toward filling them.  Our experience is your gain.

Marketing Maturity Assessment

Marketing organizations go through several steps on their journey to operational maturity. MTS has a well-articulated maturity model that has been developed through our collaborative work with the world’s best marketers.

Assessing your marketing maturity can provide immediate benefits to your organization. It helps to prioritize your investments and helps you to benchmark your progress against yourself and other companies.

Organizational Readiness

Any major marketing automation initiative requires major changes in competencies, attitudes, and work flow.  Many marketing organizations rely on agencies and suppliers which will no longer be available in the future state.  Furthermore, given the creative nature of marketing, many marketing professionals may be averse to any type of structured work flow and automation.  MTS will assess your risks and opportunities and recommend a specific course of action to ensure that your team moves ahead with the rest of your initiative.

Business Case Development

The first challenge most marketers face in achieving their vision is the creation and acceptance of a well articulated business case.  MTS has a framework for documenting the benefits and investments required to achieve business success.  Our insight into the total cost of ownership will help you aspire to great results while avoiding the inevitable disappointment that results from overlooked costs and overly optimistic assumptions.  Additionally, as an objective third party source, we can provide outside validation of your proposal.

Marketing Automation Roadmap

Creating the big win for your business requires a clear marketing roadmap. This ensures that marketers, not technologists, drive the direction of your investment.  MTS defines a roadmap articulating each phase of your project as well as changes in strategy, organization, technology, and financials that occur along the way.  Our clients have saved millions by prioritizing their investments and executing against a long term plan.

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Engage

The final piece of the MTS recipe for marketing success is engagement.  When customers are engaged with your brand, they stay loyal, evangelize, and buy more.  When your employees are engaged, they are productive and perform at a high level.  MTS helps you to focus on building long term engagement with your customers, employees, and your counterparts in sales, finance, IT, and general management. We know that extraordinary results happen when you engage your stakeholders.

Change Management

Sustainable success requires a change management strategy and execution plan.  Change management requires patience and a long-term commitment to enhancing the value of marketing technology in the life of your professional staff.  MTS works with you to optimize the human element of your marketing transformation.  We help you take a holistic view to change—combine organizational design, effective process, communications, enablement, and rewards to achieve your desired outcomes.

Customer Experience

The ultimate success of your marketing transformation requires that you engage customers with individualized and compelling experiences.  Improved marketing effectiveness happens only when offers, channels, and creative message come together in new and compelling ways.  MTS ensures you stay focused on the needs of the customer and build a multi-channel marketing mix that delivers results.

Strategic Alignment

Successful marketing requires alignment with all functions that participate in touching the customer.  Marketing automation has an enormous potential to improve the working relationships with sales, finance, IT, and general management.  Strategic alignment requires common goals, transparency to results, and shared processes that facilitate success.  MTS facilitates the implementation of a working framework across functional lines that will achieve alignment.  We have direct experience in facilitating sales/finance/marketing alignment using marketing automation as a means to secure long term success.

User Enablement & Adoption

Efforts to enable users and secure user adoption should happen in parallel with early stage planning efforts.  The engagement of your user community starts when you define your needs and the specific requirements to be fulfilled by your efforts.  MTS will assess your organization and recommend the activities and investments required to engage your users.  We have successfully led efforts that have ensured users were fully enabled and ready to support the goals of major marketing automation projects.

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Execute

When you are ready to transition from planning to execution, MTS stands ready to make the move with you.  Our 3600 vision of the process helps you focus on the big picture of success. We bring a business centric point of view to the process and help you organize the resources of your IT function, software vendor, and system integrator around a path to success. 

Vendor Selection

Sorting through vendor claims and aligning product features to your business and user requirements can be a daunting task.  MTS has extensive experience with all of the major technology vendors in the categories that make up the marketing technology landscape.  Whether you are making a strategic decision to select an Enterprise Marketing Management (EMM) platform or a more tactical choice for MRM, content management, e-mail, or lead management, MTS can drive the process to completion. 

You will benefit from:

  • Our full methodology (discovery protocols, requirements templates, and scoring procedures) that accelerates the selection process.
  • Our direct experience with over 50 of the leading vendors in the marketing technology space. 
  • Our insight on how to deal with the inevitable gaps in your technology selection.  We prioritize your requirements and identify actions to close gaps.

Project Management & Oversight

Once you have selected your marketing technology vendor, MTS helps you select and build a powerful implementation team.  We can help you create a high performance team consisting of your software provider, your marketing staff, your IT organization, a third party systems integrator, and ourselves.  Benefits of partnering with MTS include:

  • We serve as your “trusted advisor” and always represent your interests throughout the process.
  • Our experience with a wide range of software and software vendors brings a unique perspective to potential risks and best practices.

Securing User Adoption

Enterprise software projects succeed when they secure the passion of the user community.  MTS will help you assess your user skill sets, develop training, and a communication plan that will ensure success. MTS will coach your executives on how to make a visible and measurable commitment to the success of the project.

Strategic Advisory Services

For companies that have a long-term plan for implementing a variety of systems and integrations, we provide strategic oversight on overseeing your marketing automation roadmap.  Depending on your needs, we may focus on:

  • The development of a business case to justify your continued investments.
  • The creation of an executive steering committee to provide oversight and support for your programs
  • The development of a customer experience map that defines how you will deliver marketing communications across all channels

On a more tactical level, our senior strategists can help you identify risks and devise resource allocations that respond to the unexpected.  Our clients benefit from the long-term relationships that we establish and nurture over the long haul.