A One-Stop-Shop for Marketing Operations at BearingPoint, Inc.

BearingPoint Case Study
A One-Stop-Shop for Marketing
Operations at BearingPoint, Inc.
BearingPoint, Inc. (BearingPoint) is a leading management and VISIONtechnology consulting company serving the Forbes Global 2000 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . and many of the world's largest public services organizations. The company's core services include management consulting, technology BearingPoint wanted a "one-stop-shop" for its growing marketing solutions, application services and managed services. Our customer organization that was easy to setup and didn't require a lot of resources. is the Marketing Operations team. The group supports the two main A tool was needed to help with the wide-range of marketing activities areas within the Marketing Department: Corporate Marketing and Field that satisfied the needs of the entire marketing team. This system Marketing. needed to easily handle financial and legal requests, capture campaign and event data, support creative development and reduce manual "Most of our information resided in different systems and processes that contributed to the lagging of concrete knowledge of their databases. We needed the information integrated into one place." marketing budgets and spending at any given point in time. The goal was to have "layered" financial visibility in order to show the Marketing Marco Mares Leadership an overarching view of the budgets, including forecasts, Sr. Manager, Marketing Strategy and Operations commitments and actual expenses.
PROBLEM "The system is really user-friendly, easy to deploy and configure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . right out-of-the-box to fit the organization's needs."Disconnected systems Marco MaresSr. Manager, Marketing Strategy and OperationsDelayed visibility to the marketing planning processHome grown applications Growing marketing organization SOLUTIONLimited resources and time . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Difficulty centralizing and disseminating information to comply with corporate financial and legal requirements Marketing Resource Management TMwith Aprimo ProfessionalAs the Marketing organization grew at BearingPoint, and campaigns became interconnected across departments, a system was needed to Budget and Expense Managementcapture the financial data in a marketing executable way (not at the Unified Portal transactional general ledger level). Along with campaign and event Project Management and Workflow data, BearingPoint's marketers needed greater control of their budgets to leverage the actual spend and outstanding commitments, as well as BearingPoint selected Aprimo for its ability to address its pressing need strong processes for legal compliance and creative development. for a central marketing repository for campaign, event and financial activities. A tool was needed to support the growing marketing group, Many of the tools and components of the marketing organization had within which there was limited time and resources available for little connectivity to each other (CRM, homegrown applications, emails, deployment. BearingPoint found that the integrated system allowed spreadsheets, etc). Some of the components were built by internal for a reduction in manual processes and data gathering, with a real-time groups and required manual recoding for changes and updates. Trying view of information. The web-based application was flexible and scalable to link the different tools together proved to be time consuming leading with a semi-open database environment, specifically designed for the to unwanted holdups and delayed visibility across the organization. ability to share and update information between the team members.Having financials connected to campaigns would allow the marketing organization to build, generate, drive, track and measure business activities in an easier-to-execute mode.
© Aprimo, Inc. 900 East 96th Street Suite 400 Indianapolis IN 46240 317.803.4300 main 317.803.4251 fax www.aprimo.com087-0908"The structure of the system allowed us to put in place the processes PRPE- rAPeR-IMAO pSYrSiTmEM oCO SNFyIGsUtReATmION Configurationand improved practices for greater efficiencies." WORKFLOW MA... [download for more]