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AT&T maximizes marketing impact with streamlined work and executive transparency
Gaining a single view of marketing across a worldwide team
Using regionalized marketing, AT&T’s Consumer Marketing faced challenges in executing their programs effectively. They needed a single view of all their marketing activities to better understand every campaign running and to streamline workflow and review processes, regardless of geography.
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AT&T needed a powerful solution
AT&T Consumer Marketing needed a single view of every ongoing and prospective marketing campaign including those from mergers, all geographies, multiple product lines, and multiple channels to customers.
The team was looking for a collaborative platform to streamline workflow and review processes and interactions with their fulfillment partners, too. Beyond general efficiency improvements, AT&T wanted to improve visibility for senior management.
AT&T sought a marketing operations solution that could
Streamline workflow and review processes
Reduce cycle time projections
Eliminate duplicate systems
Increase visibility across all marketing projects
Increase collaboration across teams and align with key objectives
Analyze effectiveness of campaigns
We strive for continuous improvement in our processes and the needs of the business are frequently changing—so it’s vital to have a tool flexible for tweaks and overhauls.
- Mike MacLaverty, Director Marketing Management, AT&T
AT&T + Aprimo
AT&T implemented Aprimo Productivity Management across multiple divisions. With Productivity Management, every aspect of marketing operations was streamlined and tracked.
Not only could every campaign be reviewed, and every asset connected to a user with segmentation tools, but the team could also identify bottlenecks in workflow, monitor workflow volume, and plan for resource capacity.
With their centralized marketing calendar, AT&T could better manage all their projects and ensure that each one connected to key corporate objectives.
What’s more, AT&T’s legal and compliance teams could easily review and approve content tagged for them.
Increased efficiency
by having a single front door for all campaign requests.
AT&T streamlines marketing operations
Aprimo Productivity Management resulted in streamlined workflows for the approval process for AT&T’s proposed campaigns ensuring the appropriate stakeholders approved them.
After implementing Productivity Management for their former Mobility division, they quickly scaled up and went live with the solution across all of Consumer Marketing’s subdivisions.
Aprimo allows us significant flexibility
in developing our campaign workflows affording us the ability to both streamline our work as well as report on how we’re doing against our KPIs.
- Mike MacLaverty, Director Marketing Management, AT&T
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