Adobe, Marketo & Microsoft Solution / Merging & migrating platforms
From platform chaos to ecosystem efficiency in 6 months
The business case
When Sungard was acquired by FIS, the technology estate was mixed. It was faced with multiple disparate CRM and MAP systems across SFDC, Marketo and Eloqua. This was further compounded by Microsoft offering Dynamics and 365 for free, for three years. Ultimately the business needed alignment in processes and technology, which would mean creating a single ecosystem, and crucially, securing buy-in at all levels – from departments down to individual team members.
The vendor decision
Sungard partnered with BluprintX to help them navigate the process as a vendor-agnostic and independent consultancy. Having evaluated the business needs at all levels, BluprintX supported the decision to implement Microsoft Dynamics while Marketo emerged as the preferred platform for marketing automation.
BluprintX supported Sungard with contract negotiations, which resulted in additional free months and improved functionality/modules going online to support business needs. Working closely with both vendors, BluprintX subsequently facilitated the alignment of business and contractual dates.
As with all mergers and acquisitions, there are complications. While BluprintX was brought in to support Sungard’s technical requirements, the issues were far wider reaching. Without aligning the people and processes to the technology there would be a real barrier to success on the technology front.
Internal politics played a big part in the project. Many factions were developing to support their CRM, MAP, or way of working, resulting in high potential for low morale, loss of internal skills and low buy-in across the board.
At a practical level, digital assets across multiple platforms and multiple divisions needed to be collated, migrated, and augmented.
While BluprintX was originally commissioned to handle the migration and integration of CRM and MAP technology, the solution to addressing the business issue also demanded a strong “people” element. Drawing on previous experience in mergers and acquisitions, BluprintX developed an integration strategy that focused on the people as much as on the technology.
Adopting a “people first” approach, BluprintX leveraged previous mergers & acquisitions experience to develop a plan which aligned with business objectives while being sensitive to individual perspectives. A large number of discovery sessions and interviews were undertaken to gather requirements effectively and determine how success could be achieved with the least amount of disruption given the amount of technology, and learned behaviour in place.
By minimising unrest ahead of change, BluprintX succeeded in gaining support and buy-in at all levels.
Bringing in experts from all fields, BluprintX built a project team that understood all the technologies in play and the potential hurdles ahead with the migrations and integrations. This enabled BluprintX to create a legitimate roadmap which provided value and ROI whilst remaining accurate and achievable.
For the system migrations, BluprintX catalogued everything. Every asset, campaign and report. Checklists were then produced so that successful migration of all assets could be verified.
Having appraised the current situation at Sungard and understanding what the business needed to achieve, the following objectives were agreed:
- Understand key requirements for everyone involved and tailor the solutions accordingly.
- Align the business and technology at all levels across marketing and sales.
- Ensure the least possible disruption to business as usual.
- Deliver in the shortest possible time frame to meet the business/acquisition needs.
Key metrics included:
- Bringing about complete business alignment into one ecosystem
- 100+ employees based in US/APAC/EMEA trained on Marketo within 6-9 months
- 2000+ assets migrated from platform and checked/tested