AWARDS 2012 CASE STUDY: Category 22: Justine Arthur for BT Expedite
When Justine Arthur joined BT Expedite it already had a pretty good marketing team. But it was operating in a very conventional way. Justine could have taken the easy option and continued with the existing plan. Instead she ripped everything up on day one, and has since re-built an industry leading marketing function.
Justine’s energy, enthusiasm and total commitment to digital won Expedite over at the interview. She was able to draw on cutting-edge marketing experiences – stretching all the way back to mobile campaigns in Japan in 1998.
What the company didn’t know was how well she would work with its sales team. Rather than sales pushing marketing to do stuff, Expedite now operates the other way around with marketing driving the sales plan. So Expedite now have a fully integrated, multichannel sales and marketing programme.
In the last 12 months she’s taken that approach to the next level. And the results in have been stunning with her team achieving 110 per cent of their annual scorecard.
Volume of new business leads has trebled and, most importantly in a professional services business, Expedite has automated reporting so the whole business is now engaged in sales funnel management. And its competitors are all following suit!