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Telstra’s Revenue Marketing Transformation: Streamlining Systems & Enhancing Customer Experience

telstra rma

Industry

Telecommunications

Challenge

Telstra faced increased competition and operational inefficiencies, with over 200 disconnected systems impacting revenue marketing effectiveness. To maintain its market leadership, Telstra needed a streamlined, data-driven approach to optimize lead management, campaign reporting, and customer experience, while also reducing costs and improving decision-making.

Results

Telstra streamlined its revenue marketing operations by reducing over 200 systems to just 45, saving more than $5 million annually in licensing fees. The transformation also enhanced decision-making and customer experience, enabling more efficient processes and data-driven offers. These strategic improvements significantly boosted operational efficiency, customer satisfaction, and market competitiveness.

Key Services

Revenue Marketing Architecture, Change Management, Lead Management Optimization , Campaign Design & Reporting, Operational Efficiency Consulting , Customer Experience

www.telstra.com
75%
Systems Reduction
$5M+
License Savings
75%
Operational Efficiency
45%
CSAT

We’ve had a hugely influential, successful partnership with The Pedowitz Group. Most of the work has been done remotely, but it feels like they’re in the room with us.

Andy McFarlane

Director Enterprise Marketing, Telstra

telstra building

About Telstra

Telstra is Australia’s largest telecommunications provider, offering mobile, internet, and enterprise network solutions to consumers, businesses, and government organizations. With a strong focus on 5G, cloud computing, and digital transformation, Telstra continues to innovate in connectivity and customer experience. To maintain its competitive edge, the company sought to streamline its revenue marketing operations and enhance operational efficiency while delivering more data-driven, customer-centric solutions.

The Challenge

Telstra faced growing competition and operational inefficiencies that hindered its ability to execute effective revenue marketing strategies. With over 200 disconnected systems, fragmented processes led to high costs, slow decision-making, and inconsistent customer experiences. To remain competitive, Telstra needed a streamlined, data-driven marketing infrastructure to improve lead management, campaign reporting, and customer engagement while reducing costs and increasing operational agility.

The Solution

Telstra recognized the need for a comprehensive revenue marketing transformation to improve efficiency and customer engagement. After evaluating multiple approaches, they selected our revenue marketing architecture assessment and optimization services due to our proven expertise in streamlining complex marketing operations. Our ability to consolidate disconnected systems, enhance decision-making, and improve campaign execution made us the ideal partner.

We worked closely with Telstra to reduce their marketing technology stack from over 200 systems to just 45, significantly cutting costs and increasing operational efficiency. By optimizing lead management, campaign design, and reporting, we helped Telstra create a more agile, data-driven marketing infrastructure. This enabled faster decision-making, better customer targeting, and improved offer personalization, reinforcing Telstra’s market leadership.

"This transformation has been a game-changer for us. The streamlined approach has saved us millions while enhancing how we engage with customers and make data-driven decisions." - Andy McFarlane

The Results

Telstra’s revenue marketing transformation delivered significant operational and financial gains. By reducing 200+ systems to 45, the company achieved over $5 million in annual savings on licensing fees while streamlining processes across marketing and customer engagement.

With enhanced lead management and campaign reporting, Telstra improved decision-making speed and customer experience and offered personalization. The transformation boosted operational efficiency and reinforced Telstra’s position as a customer-focused, data-driven market leader in the telecommunications industry.

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