Genpact is a global professional services firm that focuses on delivering digital-led innovation and digitally-enabled intelligent operations primarily for Global Fortune 500 companies.
Genpact’s marketing department, which is globally distributed, has a variety of different programs – industries and solutions - that it focuses on. The department runs multiple large-scale marketing campaigns within each defined program, and Sarah Pharr, AVP, Marketing, who is based in the US, leads the team planning, building and activating these campaigns.
Sarah’s team, which includes Global Marketing Campaign Manager Galina Donea, develops the go-to-marketing planning process for these campaigns and works with the channel owners on the activations – cross-channel activities such as ads, events, emails, etc.
Sarah's globally distributed team works together to develop Go-To-Market (GTM) plans for each campaign, which are strategic plans to deliver a client's unique value proposition to customers. Once a GTM plan is approved, it starts to make its way through the entire marketing department as more teams enter the process.
The challenge was that Galina and other campaign managers relied heavily on spreadsheets to manage the GTM planning process. And those spreadsheets were saved all over the place, from personal desktops and emails to Microsoft SharePoint folders. No one ever knew who had the latest entry version on campaigns or where to find it. It became increasingly difficult to track and manage these campaigns effectively, especially when multiple people were entering information at different times.
Sarah's team runs about 24 ongoing, large-scale marketing campaigns at any given time. Each of those campaigns has several cross-channel activations that are jointly managed by the campaign managers and channel owners.
With so many campaigns and activations running at one time, and multiple stakeholders and contributors involved, it was almost impossible to achieve the visibility they needed
"There was no single source of truth or central repository that kept track of the status, progression, and key information surrounding our marketing campaigns. If someone wanted to see the status of a campaign or activation, they'd have to sift through a bunch of emails or look through SharePoint folders and files to figure out where we were in the process," says Sarah Pharr, AVP, Marketing.
Sarah and Galina knew it was time to find a way to standardize the process of end-to-end campaign planning and execution.
Galina, who is based in London, England, found monday.com on a Google search, and she decided to start a free trial of the Work OS platform after trying out a few other less than ideal platforms.
"Our team really liked monday.com because it's user-friendly and ideal for globally distributed teams. We didn't need any new skills to navigate through the platform to start building workflows or project plans. We found it really easy to use from the start," says Galina Donea, Global Marketing Campaign Manager.
Initially, Galina and the team looked at monday.com as a project management platform for the campaign managers.
"We quickly started to see that monday.com was much more robust than we initially thought. We understood we could actually bring in more and more processes from across the marketing department to connect the different teams, which would give us the visibility that we needed," says Galina.
Accurately tracking campaigns and activations against deadlines
With so many different campaigns and activations of all sizes running simultaneously, timeline tracking is incredibly important for their marketing management team.
Genpact always set targeted timelines, but as new priorities crop up and certain teams get overloaded, the dates tend to shift. The department never had the full visibility needed to identify bottlenecks and predict delays in their campaign launches or activations.
"We'd be asked, 'what's the turnaround time?' 'How long will it take?' 'Are there any delays for the different sub-functions involved in activating this particular campaign?' The problem was we didn't have the visibility we needed to give a definite answer," says Galina.
But now, with monday.com, the campaign management team can better understand how long different parts of each campaign takes.
"We have a workflow app outlining the entire end-to-end activation process for each channel. We have a column that has the target dates that we wanted to meet and a separate column that has the actual time frame of how long it took. This allows us to see trends and identify bottlenecks causing delays," says Galina.
The team also utilizes multiple view options, such as Timeline View, and dashboards to see what aspects of the campaign or activation are outstanding. They can drill down into whatever is critical for that particular week or month and make adjustments as necessary.
Next steps: Campaign planning and workload management
The marketing department is working on implementing the Workload feature for a resource allocation project that will ensure consistent delivery of marketing plans and ad hoc requests without overloading their teams.
"This project will provide visibility into each teams’ workload and ensure timely delivery of our marketing plans without overworking or over-committing our resources. It will allow us to flag when a certain team is over capacity allowing us to proactively prioritize.” says Sarah.
Enabling more complex workflows on a single workflow app
Sarah and Galina put together a high-level GTM campaign calendar workflow app with subitems to show the hierarchy of a program, a campaign, and an activation.
"We just rolled out a new high-level GTM calendar that shows the marketing programs, campaigns, and activations across the team. This provides another layer of visibility and allows for greater cross-team collaboration and alignment. It also allows our leadership team to get a high-level snapshot of our marketing campaigns at any given time,” says Sarah.
Streamlining the complex digital and creative process with the use of forms and automation recipes
The digital team which plans, coordinates, and executes Genpact’s paid media campaigns, was an early adopter of the platform. Their end-to-end process is complex involving multiple stakeholders including editorial, creative, and external agencies.
Several briefs are submitted throughout the process to provide important information required for the team to make decisions. Before monday.com, the campaign managers would use a spreadsheet template to submit briefs. The campaign managers would then email the briefs as an attachment or a link to a shared file.
"When the campaign managers submitted a brief they couldn't see where their request stood in the queue. They couldn't see if their request was first in line to be worked on immediately or if there were 20 requests ahead of theirs. There was little visibility into the process," says Sarah.
With the help of monday.com forms, Genpact was able to formalize the campaign brief submission and approval process as well as the creative brief submission process. When a new form is submitted, specific team members receive automated notifications through the workflow app that serves as the queue for requests.
This workflow app allows the respective team members to manage the new requests coming in and provides campaign managers with an additional layer of visibility into the status and turnaround time of each request so they can set realistic expectations with key stakeholders.
Relying on a flexible platform that pivots with changing needs
Genpact attends several major events around the world throughout the year, which they also manage in monday.com. When the pandemic hit, all the events the company planned on attending in-person were suddenly in flux.
Genpact quickly had to restructure its events board to keep track of which events were going virtual and which were now canceled or postponed.
"Because we tracked and managed these events on monday.com we had full visibility and were able to easily adjust and adapt our events calendar to reflect the new changes associated with the impact of the pandemic. We were able to keep track of what events were already contracted and how feasible it was to cancel our attendance or renegotiate our contract. Our CMO was able to use the events calendar to gather the latest information on upcoming events and make key decisions on how to move forward, fast," says Sarah.
With the 2020 Events & Webinar calendar in place, Genpact is able to look at events in advance and continue to monitor the situation closely to adapt and adjust plans and budgets as necessary.