Insurance Company Fast-Tracked to Martech Maturity

Our first step was to understand the client’s objectives and how success should be measured. This insight was essential to building an effective roadmap to achieve those objectives.

We determined that success could be measured by increased engagement with marketing messages across the website, social media, and email channels.

To support this, our project team—comprised of experts in technology, digital strategy, analytics, and customer experience—assessed the current state of the client’s martech stack, identified gaps, and defined opportunities to mature their digital marketing capabilities.

The client’s martech platforms were not set up in a way that enabled the marketing team to work efficiently or independently. In addition, the necessary processes and governance were not in place to ensure marketing tactics were executed effectively.

As a result, the organization experienced delays and missed opportunities to engage customers. These issues negatively impacted customer acquisition, retention, loyalty, and ultimately revenue.

Strategy and Roadmap

We created a martech maturity roadmap designed to achieve the following goals:

• Increase operational efficiency and enable greater self-service across the martech stack
• Establish a single source of truth for customer data
• Personalize and enhance the customer experience
• Mature measurement and reporting capabilities

Martech Assessment

As part of our assessment, we:

• Evaluated the client’s implementation and use of Sitecore, Salesforce Marketing Cloud, Microsoft Dynamics CRM, and Google Analytics
• Developed a deep understanding of the customer and agent user journeys and identified points of friction
• Collaborated with stakeholders to define the company’s customer experience vision
• Reviewed an active campaign to inform recommendations with real-world context

Key Recommendations

Sitecore CMS

• Recommended best practices for content architecture, permissions, and user access (including Sitecore XP and SXA)
• Suggested architectural changes to enable marketers to work faster and with less reliance on IT
• Defined steps to mature A/B testing, personalization, and marketing automation capabilities

Google Analytics

• Identified opportunities to move beyond base-level metrics by tracking specific on-site events and logged-in user behavior
• Recommended cleanup activities to eliminate duplicate and inaccurate data

Salesforce Marketing Cloud

• Identified required upgrades to support the client’s stated goals
• Recommended CRM integrations to improve data accuracy and reduce email campaign execution time

Microsoft Dynamics CRM

• Identified data issues limiting the platform’s effectiveness
• Outlined the ideal role of Dynamics within the broader technology ecosystem

Quick Wins

To help build momentum, we also delivered immediate value by:

• Removing errors and duplicate data from reporting
• Expanding marketing permissions within existing tools
• Enhancing analytics and reporting capabilities

We delivered a comprehensive martech maturity strategy and roadmap that outlined the activities and workstreams required to help the client operate more efficiently and effectively. By addressing foundational challenges, enabling quick wins, and defining a clear path forward, the client was positioned to improve engagement, accelerate execution, and achieve their marketing and business objectives.