GE Drives Revenue Marketing Transformation
How a global leader drove transformation at scale through revenue marketing consulting, leading to $1B in new pipeline generated.
Client background:
GE is, simply put, one of the largest companies in the world – and with many subsidiaries in its expansive enterprise.
When it was time to drive a global transformation across businesses to implement updated lead processes and leverage marketing automation at scale, they wanted help.
Enter: The Pedowitz Group
With our experience working with global enterprises, GE Corporate turned to us to get it right the first time.
Initially, we worked with over 20 different business units at GE globally to improve customer experience via a form submission. Then we dove into key business units such as GE Lighting, GE Healthcare, and GE Digital to optimize marketing strategy, technology and processes for optimal revenue impact.
1. Forms Projects
Our initial engagement began with the goal of fully-optimizing forms across GE’s global sites to ensure a more streamlined customer experience.
This project showed us clearly how GE’s lead management processes worked, but also where they fell short and left revenue on the table.
2. Pilot
We sat down sales and marketing together to hash out key items such as lead definitions, how to score certain behaviors, routing / processing, and establishing service-level agreements for all parties. Then, we implemented these updates leveraging the CRM-MAP integration.
Rollout began in the United States, but then expanded globally (starting with GE Healthcare) upon success.
3. Campaign Planning
4. Measure
Business impact:
This led to:
- $1 Billion in new pipeline
- Lead management processes that brought marketing and sales closer together and working cohesively
- Scalable, repeatable processes teams could manage
- Strong user adoption and underlying enforcement of processes
- Globally-optimized forms and closed-loop reporting
- An Adobe Revvie Award
$1B
Pipeline generated
10+
Business units involved
1
Source of truth for everything from campaigns to customers
In only 4 months, GE businesses are not only more efficiently capturing and qualifying leads, but are now able to more easily monitor funnel KPIs. Throughout the units participating, sales and marketing are aligning to work more cooperatively together, understanding how leads pass through the funnel, and drive business opportunities. In addition, those units already are starting to speak the language of Revenue Marketing, aiming for closed-loop reporting and full integration with their CRM systems.
LAWRENCE DICAPUA
Global Head, Revenue Marketing Center of Excellence
From Revvie Award Submission
Services used:
Revenue Marketing
Transform your marketing team from a cost center to a revenue-generating machine through our revenue marketing consulting.
Marketing Operations
Optimize processes, boost productivity, and drive results with expert marketing operations consulting services.
Lead Management
Make your marketing and sales efforts more efficient, maintain a healthy relationship with potential clients, and drive business growth with our lead management services.