A 90 day plan was scoped out with what would be accomplished in four stages.  The first stage in the first two weeks entailed 1:1 interviews with all executive stakeholders to identify what actionable data each department could leverage from marketing data and reporting.  Additional interviews within each department revealed more specific requirements.   Goals and KPIs were evaluated along with realistic budgets required to accomplish those goals.  Interdepartmental processes, meetings and reports were evaluated to see where both resources and reporting flows could be streamlined.  Tools and data sources required to quickly gain and measure account penetration were examined.  Funnel stages were reviewed and in some cases later redefined. 

In weeks 3-6 we conducted deep dive audits on data, SEO, SEM, customer journeys, funnel stages, ICPs, target accounts, and coverage within those accounts.  Scoring on profile attributes, intent, and engagement, were examined.   A detailed understanding of BDR and Sales motions was gained through, interviews, screen sharing, listening to recorded calls, and participation in sales and marketing meetings.  

Weeks 7-9 were dedicated to making decisions, building reporting and documenting process improvements.  Target segments for an ABM strategy were defined along with an outline of the resources, channels, motions, SLAs and reporting needed to support the strategy.  Scoring and stages were redefined and documented, to include details for enrollment into and exit out of stages.

New budgets were agreed to based on anticipated opportunities from various marketing and partner channels.  An attribution and intent solution was added to the martech stack, along with an additional data source that refined prioritization of BDR efforts into target accounts. Performance reporting for specific channels, tactics, and detailed metrics like content engagement were agreed on and built. BDR dashboards helping them prioritize outbound efforts were built along with dashboards enabling better insight into individual BDR performance.  Transparent weekly, monthly, and quarterly executive and interdepartmental dashboards were implemented

Weeks 10-12 focused on roll-out, internal education of reporting and further implementation of data and process improvements.  Additional deep dive reporting was produced once stakeholders started digging into the new marketing and BDR performance dashboards.  More granular reporting was produced on elements like A/B testing of tactics, messaging, email nurture tracks, digital advertising, landing pages, and CTA’s.  Initial implementation of an intent and an attribution solution began.  The first routine data hygiene processes were implemented along with the production of a data guide that included items like documentation of data governance, a data dictionary, field level values and standards, data sourcing and input processes, validation and cleaning, data augmentation and schedules, as well as standards and monitoring of processes around all system integration points.