Tektronix is a leading supplier of test equipment for engineers focused on electronic design, manufacturing, and advanced technology development. Tektronix had undergone recent acquisitions and needed to upgrade to a modern CRM system. Implementing this, while upgrading the marketing automation (MA) platform and maintaining connectivity to the data warehouse at the same time, would be a challenge.
This required a major transition to migrate the CRM system, while changing systems and processes from an email blast tool to a multi-touch campaigning platform, all by a certain date. In addition, senior executives were concerned about maintaining the lead flow and its impact on revenue, given their complicated environment. What if mistakes were made and opportunities were missed? What if a lead was not routed correctly? What if important, contextual, historical data was lost?
Tektronix asked The Pedowitz Group to help with an ambitious goal – connect their new marketing automation platform to the marketing data warehouse and replace the old email system. TPG was chosen not only because its consultants hold multiple certifications in MA and CRM platforms, The Revenue Marketing Agency but because of their experience with Revenue MarketingTM best practices.