EXPERIENCE

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Expertise Honed Through The Years

We're proud of our engagements and results. The following case studies represent the range of our expertise and commitment to our clients' success. Contact Synergy to learn more about any of these or other projects we have completed, and to put our nearly 30 years of experience to work for you.

MARKETING-TECHNOLOGY ALIGNMENT

• A global financial firm wanted to completely overhaul their marketing operations - a significant undertaking for this established business. Leaders from various groups in marketing, data management, and tech formed a working team and established shared goals, but the inherent complexity of existing operations and legacy silos often left them feeling at odds, and not 'speaking the same language'.  They launched a massive RFP process - but adding vendor terminology just increased the confusion. The team was at a stalemate.  Synergy helped translate, untangle, align, select, and implement marketing automation technology, data cleansing and consolidation procedures, and build a functioning partnership between external and internal teams.  
• Executives at a leading global tech powerhouse wanted to establish a B2C lead nurturing discipline while, in parallel, conducting a tech assessment to guide their buy/build/partner decision.  Without an existing operating model, the marketing, sales, and tech teams were struggling to define or measure success.  We aligned marketing and sales goals and metrics, developed a lead scoring methodology, established the operations framework, and guided their global marketing teams through strategy, planning, and campaign design processes - all while simultaneously leading the technical team through developing requirements. 

TECHNOLOGY SELECTION

• A leading financial marketing executive wanted to improve operations for campaign execution, and brought in Synergy to lead the search and implementation of a Marketing Resource Management (MRM) system.  We identified requirements and challenges, created use cases and guidelines to manage vendor presentations, established evaluation criteria and review materials, and led a cross-functional team through the selection process. The client summarized the project as one of the most thorough vendor evaluations she’d ever seen.
• A nonprofit executive planned to issue an RFP for a case management system to replace an obsolete set of systems. But they had no idea how to begin — how to describe their needs, what should be included in an RFP and who to send it to, let alone how to evaluate responses.  Synergy was brought in to lead the process. We produced the RFP, identified potential vendors, coached the review team through the decision process, and ultimately managed the vendor as they configured the chosen system to meet the client’s requirements.

PROCESS IMPROVEMENT

• A national financial institution executive consolidated a group of under-performing digital marketing functions, and wanted the new operation to be restructured quickly and effectively, to prove the value of the reorganization. Synergy analyzed existing functions and designed a streamlined, flexible, and efficient structure to replace the chaotic operations of the formerly separate work teams.
• Synergy evaluated a leading nonprofit’s internal resources in support of their Board’s objective to expand services nationwide. Our analysts reviewed the organization’s existing systems, workflow processes, staff skill set, budgetary limitations, and growth goals.  We developed a five-year strategic roadmap for achieving the organization’s goals while remaining within stringent budgetary constraints.

TEAM FACILITATION

• Synergy led a series of CLM educational workshops with cross-functional leaders at a prominent tech company to rapidly reach alignment around shared objectives, increase buy-in to a revised operating model, and develop champions to help foster change throughout the organization at a global scale.
• A senior marketing executive was implementing a massive operations overhaul to implement full-lifecycle, integrated marketing management within her global firm.  This effort required multiple cross-functional, remote global teams to form, align, create, and disband (but remain champions) throughout the year-long undertaking. Synergy served as strategic advisor, facilitating numerous workshops to successfully gel and coordinate the teams and their efforts, and ensuring overall cohesion and strategic alignment.
• A B2B technology company formed a cross-functional global team to launch a Demand Gen discipline, including a complete overhaul of existing practices.  We led the cohesion of the “tiger team” by designing and facilitating team building and educational workshops; developing the framework, processes, and tools; and leading sub-teams through the launch of the campaign lifecycle (plan, design, implement, assess).

EXPERIENCE

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