Summary

Upon Teradata's acquisition of Aprimo, a pivotal challenge arose: to merge the distinct CRM systems and operational methodologies of the Enterprise Data Warehouse (EDW) and Marketing Automation units. The task was to ensure both divisions retained their unique CRM strengths while facilitating a unified, interactive environment.

Challenge

The EDW team depended on a proprietary CRM, contrasting sharply with the Marketing Applications side which was anchored on Salesforce Sales Cloud. The primary hurdle was not just in reconciling the features and capabilities of the two distinct CRM systems, but in addressing internal pushback and demonstrating the benefits of such a merger, all while preserving effective customer communication and efficient data tracking.

Solution

To strike a balance:

• A thorough understanding of current and anticipated CRM usage was gathered.
• Identified areas where the EDW's homegrown solution lagged, especially in proactive communication and marketing triggers.
• Customizations were made to Salesforce to accommodate the specific needs of the EDW team, especially concerning data repositories and lead tracking.
• Collaborated with engineering and data teams to establish a bidirectional data sync mechanism. This ensured that both sides could view and act upon shared data, fostering upsell opportunities and reinforcing client relationships.
• Notifications were set up to alert sales representatives of new client team additions and other vital touchpoints.
• Integrated data from the EDW into Salesforce to give the Marketing Applications team a comprehensive view into a client's available data, vital for campaigns.
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Results

The integration was a resounding success. Both teams retained their CRM systems, yet the newfound data and insight accessibility fostered closer collaboration. This not only deepened account relationships but also facilitated the creation of robust marketing campaigns. The integration effectively bridged the gap between the two sides, ensuring that the merger's potential pitfalls were transformed into collaboration opportunities, ultimately showcasing the new Teradata as a unified, cohesive entity.