In this episode of Inspired Marketing we had the pleasure of learning from Richard Flaherty, Global Director of Marketing Services at PerkinElmer. Richard took on the challenge of doing a data clean up and creating a more efficient MarTech stack. He shares with us his process, challenges and what he learns about SalesForce. Listen and find out how you can implement some of the same changes in your organization.
Plug in your headphones, and get inspired to:
- Clean up your MarTech stack
- Find a Marketing Automation system that works for you
- Standardize your reporting
- Eliminate manual intervention from your analytics process
- Utilize data warehouses in your organization
Key Takeaways:
[2:25] PerkinElmer’s technology helps with newborn screening, which monitors around 560 million babies worldwide for a variety of life-threatening diseases. Their technology also tests the safety levels of water and whether it is suitable for human consumption.
[3:10] How does Richard approach his tech stack and incorporate into the day-to-day tasks?
[5:00] Richard is moving towards a more automated process in the organization’s workflow. How is Richard structuring it?
[6:15] What kinds of challenges did Richard have prior to taking on a more automated approach?
[7:10] While using Salesforce, PerkinElmer had intentional and deliberate duplicates in their CRM. How did Richard manage to solve this problem?
[9:10] What is Richard seeing from a results perspective after incorporating a more automated approach in his organization and what is he doing with that data?
[10:25] By taking a more automated approach, Richard is seeing much cleaner and uniform data come into their systems. This allows them to take their data and strategically market to it without confusion.
[12:55] Now that Richard has this foundation in place, what kind of advance analytic tactics has he been able to use?
[14:20] Are there any apps Richard simply cannot live without?
[16:15] What inspires Richard?
Quick Links:
The Inspired Marketing podcast is produced by Relationship One.
Our goal is to share real experiences and inspirational stories of marketing leaders that are transforming their organization.
If you liked what you heard in this episode, we’d love to hear about it! Share the episode and give us a shout-out on X, LinkedIn, Facebook, or email us at getinspired@relationshipone.com.
If you’re interested in sharing your own success story on Inspired Marketing, email us at getinspired@relationshipone.com.
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About the Author: Scott Ingram
