GE Drives Revenue Marketing Transformation
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.
1B
pipeline generated
1
source of truth for everything from campaigns to customers
How Did We Do It?
Forms Project
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.
Pilot
Working with key stakeholders, we identified the organizations within GE’s enterprise to pilot a new and improved lead management process.
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.
Campaign Planning
3
Once we scaled lead management, it was time to show what it could do. Working with GE Digital, we built 50+ campaigns to drive greater lead volume, focusing on leveraging outbound to complement their inbound strategies.
Measure
4
After implementation, we drove home how to showcase key metrics and what to look for with pipeline, velocity, and revenue.
Results
We navigated GE’s global infrastructure to connect the right people together and drive strong adoption from the top-down, ensuring buy-in and alignment as new tech and processes were rolled.
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
Services Used:
Click to learn more:
Digital Transformation | Lead Management | Marketing Operations
1B
pipeline generated
10+
business units involved
1
source of truth for everything from campaigns to customers
1,500+ Clients and Counting
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Customer Stories
At The Pedowitz Group, we take great pride in sharing our customer success stories, where we have helped businesses drive revenue growth through our innovative revenue marketing approach. Our unique strategies have enabled our clients to achieve exceptional results by engaging their target audience, optimizing their marketing operations, and delivering measurable returns on investment.