Today’s marketing solutions typically consist of a mix of on-premise, hosted and cloud systems, but a complete enterprise marketing management application software suite is only half of the solution. The other half is the effective integration of the marketing software with the rest of the enterprise – the operational, ERP, sales, CRM, website, financial, HR and other systems.
As the initial step in systems integration, Pinpoint’s consultants will perform systems architecture planning across all on-premise or cloud systems, database marketing and customer applications and databases that touch your customers, across all customer-facing business functions. That list will typically include the following functions and supporting systems:
Assess the customer experience and systems functionality across all customer interaction channels, with a focus on enabling a consistent customer experience across those channels. Such channels, or customer touch points, are likely to include online (website, blog, social media), point of sale (store, branch office, kiosk), phone, surface mail, email, and sales and customer service.
Ensure the new architecture will enable business capabilities (current and projected) by working closely with the Operations, Marketing, Sales and Service teams, as well as the Information Technology team.
Identify gaps in data accessibility that may be inhibiting the effectiveness of the client’s business systems. Pinpoint’s ultimate goal is to make a full 360-degree view of each customer’s data available to all systems from all channels. Generally, it is also necessary – and desirable – to eliminate data “silos” and redundant storage of data.
Provide a systems architecture blueprint and a detailed plan to move from the current state to the target architecture in a series of incremental steps that each provide measurable business improvement (greatest first, wherever possible). Our deliverables in this phase include…
Throughout Pinpoint’s architectural planning process, our consultants are guided by several core principles, leading them to:
Preserve your investment in current applications that meet business needs, but that simply require improved integration with other systems and data
Pinpoint’s Integration Services implement the technical portion of the systems architecture plan previously developed. In this step, we work with your staff to….
Upon completion of this step, all of your marketing, sales and customer service systems will be talking to each other properly, thus delivering the right information at the right time to your knowledge workers, customer-facing staff and customers, via every defined channel.
Marketers are plagued by messy data, but we have a solution.
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