Case Studies / Selected Case
Unifying the Marketing, Employee and Dealer Ecosystem of a Global Group Built Through Acquisitions
67markets
209+features delivered
300+releases
80people involved
Context
Client: global industrial group, a leader in agricultural machinery
Industry: industrial and agricultural machinery
Our role: Martech program leadership, ownership of marketing automation, CDP and CRM tools, and product leadership of the digital workplace (Microsoft 365, employee tools, dealer portal and tools)
Duration and team: 6 years, 8 direct reports, 80 people in total
The group grew by acquiring several international brands over the years. Each one came with its own marketing tools, customer data and practices.
Challenges
- Scattered, redundant platforms inherited from each brand.
- Fragmented customer data of uneven quality.
- Data privacy rules to apply consistently across dozens of countries.
- Technical debt slowing down every launch.
Approach
- Remediation: mapping of the existing landscape and exit plan for legacy platforms.
- Rationalization and harmonization: from scattered platforms to centralized marketing automation, CDP and CRM systems shared by all brands.
- Global governance: common standards, reference architecture, data privacy compliance.
- Digital workplace: product leadership of the Microsoft 365 environment, employee tools and dealer portal, with continuous delivery.
- Scaling: rollout across 67 markets, with service level agreements (SLAs) on the platforms.
Results
- 67 markets served by centralized platforms.
- 209+ features delivered and 300+ releases.
- Faster time to market for launches and campaigns.
- Reduced technical debt and better use of customer data.
- Compliance and architecture under single governance.