Unifying marketing collaboration, fostering success with Adobe

Successful marketing depends on how well teams work together to create amazing customer experiences. To build programs to create demand, convert leads into buyers, and continually innovate to increase revenue, efficiency and collaboration are essential.

At one multinational media company, its processes struggled to achieve the desired goals. Across the organization, teams used a mix of spreadsheets, financial planning software, campaign tools, work management systems, and more. While teams tried to implement work management solutions, the efforts were often siloed, leaving work disjointed and complicated.

The company knew its teams needed to work better to enhance customer experiences and increase campaign returns. With the help of LeapPoint, a digital advisory firm and Adobe Gold Solutions partner, and Anaplan, an Adobe Technology Partner and 2023 Adobe Partner Award Winner, the company sought to create a cross-functional platform for marketing to streamline processes.

To determine the best solution for the media company, LeapPoint led several workshops to discuss the marketing teams current processes, how they wanted to change, and what obstacles they faced.

First, the organization needed to create processes on a single, connected platform built on proven, efficient best practices. Adobe Workfront combined with Adobe Experience Manager with the Anaplan application integration was the clear choice. The integrated systems would help the company enhance processes by reducing the complexity of requesting campaigns and eliminating duplicate work.

Because LeapPoint could fully integrate the software across the company's tech stack, the Adobe partner set up automations to reduce human error and accelerate campaigns. All the improved processes and systems enabled the company to greatly improve customer experiences and deliver more effective campaigns to drive growth.

The combination of Adobe Workfront, Experience Manager, and Anaplan offered the perfect mix of tools to accomplish the media organization's goals. Not only can the company’s marketing team now work in a more unified and collaborative manner, but they are also empowered to divert time from tactical tasks and focus on more strategic activities.

After launching the new, integrated platform, the company saw strong returns. Campaign requests moved from a multi-ticket system to a single-ticket system, reducing the team’s processing time by 65%. Financial planning was also enhanced, with the new platform eliminating 80% of the clicks required in spreadsheets to forecast demand planning and activation.

At the same time, campaign execution is streamlined, and publishing content can now happen in hours, instead of days. In addition, the team's new way of working and stronger performance tracking made it easier to understand if and why campaigns succeeded.

By connecting work across all marketing activities, the company delivers more powerful experiences at every stage of the customer journey. With its robust tech stack supported by LeadPoint and Adobe, the media company has a solid foundation to support its strategic goals for greater success today and tomorrow.