TheySync +
Eliminating team silos and creating processes to enable Marketing to meet Revenue targets
The
client
Exclaimer, the leading email signature software client is on a mission to unlock the true value of email.
Exclaimer aren’t the average email signature solution; they’re the leading provider with over 60,000 trusted customers worldwide. They believe email is the backbone of business communication. Through effective management and optimization, it can be a significant part of the marketing mix for companies wanting to protect their brand and improve communication with customers and prospects.
Exclaimer enables secure management for IT teams and the opportunity for brand promotion, campaign messaging, and links to additional marketing assets, meeting booking and feedback surveys.
Following a series of team changes, Exclaimer’s Marketing team found themselves operating in silos, each with individual KPIs, resulting in inefficiencies and target misalignment. Results driven CMO Carol Howley, sought to unify the team's efforts by streamlining operations, allowing her team to achieve more, by doing less, with impactful marketing strategies that deliver results.
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Key challenges included a lack of visibility into Marketing campaigns, teams struggling to plan ahead and manage their workloads, unclear accountability on targets and understanding on how to meet Revenue goals.
The challenge
The
solution
TheySync engaged with the leadership team to help distill the complex targets and identify key focus areas. Targets were communicated to teams to establish accountability and understanding on each team member's contribution to these targets.
In addition to this, TheySync identified a need for increased collaboration. To address this, we developed a process to enable teams to share ideas, goals, and contribute to plans to achieve Exclaimer’s revenue targets.
The new cross-team collaborations processes, coupled with simplified understanding on the target helped us to foster a more unified and communicative environment which would ultimately contribute to improved team performance.
TheySync and Exclaimer were able to produce a detailed view of campaign plans for the quarter ahead.
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This strategic roadmap outlined Marketing's initiatives and how these would ladder up to Exclaimer’s revenue targets. The quarterly plan created effective communication between Marketing and leadership teams, enabling true collaboration across the team.
In addition to this, Exclaimer now have a framework to develop a process to measure campaign performance and contribution to revenue goals and pipeline generation.
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By enabling a systematic measurement process, we aim to quantify and enhance the impact of Marketing initiatives on the overall Revenue goals.
The
results
What the client said
"Working with TheySync was a game-changer for our Marketing team at Exclaimer.
Becca's expertise in unifying team efforts and creating efficient processes helped us cut through the fog of disjointed operations. With her assistance, we were able to not only establish clear targets and accountability, but also foster a collaborative environment that encourages idea sharing and innovative thinking. Our new strategic roadmap has created a sense of synergy, enabling us to plan, execute, and measure our campaigns more effectively. This has resulted in more effective communication within our teams, and crucially, a solid framework for aligning our marketing initiatives with our revenue targets. TheySync truly enabled us to 'do more with less', driving our marketing strategies to new heights and contributing significantly to our overall business growth."
Carol Howley
Global Chief Marketing Officer, Exclaimer