Trissential’s client is a global financial leader with services in four principal segments: Advice and Wealth Management, Asset Management, Annuities, and Protection. The client’s interactive marketing department is transforming its customer experience with a number of initiatives, including collaboration, mobile and web applications.
Trissential partnered with the marketing team to build a concepting process that ensures an optimal pipeline of strategic initiatives are entering the project delivery queue to provide expected benefits and strategic value for customers. The solution entailed:
- Trissential business architects interviewed leaders to define desired outcomes and critical success factors, then worked with marketing personnel to document existing processes.
- Next, Trissential worked with marketing stakeholders to identify steps that added value or needed improvement, and limitations to meeting critical success factors.
- This was followed by a future-state modeling exercise with the marketing team to iteratively develop a new concepting process.
- Trissential managed the initial launch of the concepting process and refined it through lessons learned and evolving requirements.
The collaborative approach utilized for modeling and analysis resulted in the creation of a robust and intuitive process that not only met critical success factors, but also ensured that the marketing team had a sense of ownership of the process.
With the new process launched, the company’s interactive marketing team can effectively move the right ideas into the execution queue at the optimal time. Enabling this predictable pipeline of strategic initiatives optimizes the value delivered by the group, and enhances the company’s value proposition and differentiation in the marketplace.