“I have been extremely happy and proud of the work that both Projectline and my team have provided.” Senior Marketing Manager, Microsoft Corporation

US Global Marketing Operations Campaign Desk

Situation: In 2008, the US Marketing Group at Microsoft identified challenges in its campaign management process that made it difficult to gain timely, reliable campaign reporting. Managers spent too much time doing administrative work within marketing tools, and there was a lack of consistency around campaign management, which prevented visibility into campaign processes. Additionally, the group planned to migrate to global campaign setup and planning tools in FY10 and FY11, and it needed to guarantee a smooth implementation. The group’s Senior Marketing Manager recognized a need for a centralised team of business solutions experts to help solve the existing campaign setup and reporting challenges and to help with the upcoming tool deployments.

Solution: Projectline offered a cost-effective model, which included a highly skilled business solutions team that could help manage campaigns and support US marketers. Consultants at Projectline began by designing a Campaign Desk where Projectline’s marketing coordinators work with specific US marketing groups by geography or vertical type. Through this dedicated, specialized support model, the Projectline team quickly became indispensable—able to answer technical questions, address workflow issues, and manage the tactical details of campaign setup and post-event data processing. The team was also integral in the successful deployment of the new campaign setup tools, which help streamline campaign processes.

Benefits: Projectline’s successful Campaign Desk support model has helped streamline marketing execution and enable more consistent and valuable reporting for the US Marketing Group. The Senior Marketing Manager trusts Projectline to make good decisions at a tactical level to ensure efficient campaign management. The level of support and sophistication that Projectline’s Campaign Desk provides has dramatically increased customer and stakeholder satisfaction, enabled better communication with US marketers and Microsoft sales teams, and has given the Senior Marketing Manager greater visibility into campaign results.

Results:

• A sophisticated campaign setup and reporting model
• Increased efficiency through more valuable and actionable reporting
• Ongoing, specialized marketing campaign support
• Successful launch of global campaign setup tools: CSTAR in FY10 and EP 6.0 in FY11

In our client’s words: “I have been working with Projectline and managing the US Campaign Desk for more than three years and have been extremely happy and proud of the work that both Projectline and my team have provided. I look forward to a long working relationship.” (Senior Marketing Manager, Microsoft Corporation)