CRM roadmap at GoodRx with platform assessment & recommendations
Providing clarity to leadership for better decision making.
Overview
The client was meeting more and more challenges at the time of executing marketing campaigns and product-led growth activities: data was difficult to activate, building campaigns took weeks instead of days, and some of the planned activities simply could not be executed.
Approach
The project started with a few interviews with subject matter experts in different areas of the company, from marketing to I/T. It allowed the team to crystalize key requirements, document existing challenges and identify constraints.
- Armed with that information, the project team:
- Assembled a set of use cases.
- Prioritized top requirements and evaluated existing platform components.
- Documented the existing MarTech architecture.
- Identified an alternative solution, recommending a proof of concept.
- Built a roadmap with major activities to conduct after the proof of concept.
Impact
The deliverables provided the leadership team with a clear perspective of the current MarTech situation. The clear gap analysis combined with solution evaluation and comparison provided reliable options, and the set of recommendations provided a clear path toward enabling new and better CRM capabilities.
Project delivered in collobaration with Rudy Chang.
