 Typical Client Situation
Centralized Reporting
Enterprise Intelligence
Extensive Collaboration
What are the benefits?
Why Pivotal Veracity?
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Most companies need to manage multiple resources. Whether large or small, companies typically have more than one internal decision-making group or entity dispatching customer and prospect communications. Each entity is also typically relying on more than one creative team and/or more than one delivery solution for dispatching communications.
To illustrate the typical situation pvIQ is more than equipped to handle consider the below example. This chart represents the email creative and delivery resources utilized by just one division of a large financial services client. There are three primary decision making groups in this division, each of whom utilizes creative resources and delivery resources differently.
- The Acquisition Services Group utilizes both an external agency and the in-house creative team to develop their email content. One of the advertising/lead generation methods they employ, is the rental of verified opt-in email lists. The Opt-in email list providers they utilize, however, always mandate that they handle delivery of the actual email. Thus, the Acquisition Services Group is reliant on multiple list providers (usually 6-10 different vendors in any one campaign) to execute the lead generation campaigns.
- The Customer Marketing Group also utilizes both an agency and the in-house creative team for developing content. This group out-sources their email delivery to an external email delivery provider. Additionally, the Customer Marketing Group recently engaged a large service bureau to run an Email Append program for them (appending email addresses to an offline file). The Email Append Vendor requires that they handle the first mailing of the appended emails. Thus, the Marketing Services Group is reliant on two external vendors’ tools to successfully execute and deliver customer campaigns.
- The Services Group is responsible for all non-marketing communications to the divisions customers, such as registration confirmations, order confirmations, and general service announcements. The Services Group relies exclusively on the Division’s internal creative team to develop the message content. In regards to execution, the Services Group relies on two internal resources. For triggered emails or those that are executed immediately upon an action taking place on the website, e.g. trade confirmations, the Services Group relies on their internal IT department and website administrator. The Services Group also sends service announcements on a routine bases to all customers; for these communications the Services Group utilizes the Divisions licensed eCRM software to select the names and execute the campaigns. Thus, the Services Group is relying on two different internal resources for the successful execution and delivery of customer communications.
- Other Stakeholders. There are other stakeholders in the organization with a vested interest in the success and viability of the company’s communications. The Division VP who manages all three functional Groups has responsibility for the overall division’s performance and seeks to leverage synergies between his groups. The corporate-level Privacy Group is responsible for enforcing permission and privacy standards for the organization; they also play a key role in minimizing risks and addressing negative events such a listing on black lists. The third stakeholder, is the corporate Purchasing department. The Purchasing Group is involved in sourcing and negotiating terms with vendors, maximizing discounts by sourcing for multiple divisions or projects simultaneously, and, when possible, they also monitor vendors’ performance and seek remuneration in the event performance does not meet negotiated SLAs.
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