AWARDS 2013, CATEGORY 25: Dell Global Marketing Operations
Shortlist marketing team of the year: Dell Global Marketing Operations
The Global Marketing Operations team supported a massive reorganization over the past year as Dell merged four business units into one Global Commercial organization. Our team was directed to integrate the legacy organizations into one standard lead management process within two quarters.
Aligning to one standard process was challenging due to competing requirements, fragmented business units, systems integrations, and increases in lead volume. We tackled these challenges through process improvements, the retirement of a redundant system, embracing marketing automation, and teamwork.
Today, the Global Marketing Operations team is processing 69% more leads than we were a year ago. Even with this increase in volume, we are currently processing leads 63% faster than last year. We have also realized a 61% decrease in operating expenses.