The Client
As the state’s leading economic development agency, the Arizona Commerce Authority (ACA) has a streamlined mission to grow and strengthen Arizona’s economy. The ACA uses a three-pronged approach to advance the overall economy: recruit, grow, create – recruit out-of-state companies to expand their operations in Arizona; work with existing companies to grow their business in Arizona and beyond; and partner with entrepreneurs and companies large and small to create new jobs and businesses in targeted industries.
Prior to implementing Pardot, the agency was struggling to find value in their existing marketing tool. The user experience was less than satisfactory, and the marketing team was struggling to keep up with a large volume of manual tasks without help from external marketing agencies. And, while the organization was already using the CRM functionality of Salesforce, the two systems didn’t share the same data. In order to streamline their marketing operations and better align their sales and marketing teams, ACA needed a user friendly tool that would integrate with Salesforce. By using Pardot for email list management, drip campaigns, and lead scoring, ACA’s marketing team can increase efficiency while simultaneously providing their sales team with important details about each potential customer.
The Challenge
ACA was bogged down with a marketing platform that was complex and frustrating to use. They were already using Salesforce to drive their sales process, but the marketing team needed an automated solution that would remove unnecessary human intervention and dynamically update and route leads to sales right away. With limited insights into marketing campaign effectiveness, ACA also focused on improving its reporting capabilities by simplifying the process of creating and running custom reports. In order to improve efficiency and align their sales and marketing teams, ACA needed to find a trustworthy partner to customize, integrate and implement Pardot.
The Situation
Need to migrate from outdated systems to elevate care standards and streamline processes
With an aim to drive better experiences for its patients and physicians, TeamHealth wanted to modernise its technology infrastructure to:
- Need for an efficient data warehousing platform acting a single source of Truth for all data need
- Integrate with other providers to facilitate analytical data-driven insights with best practice and support to assist end-users
- Provide common data to underpin analytics and crucial strategic initiatives such as A&E Dashboard, Model Hospital and Patient Level Costing
- Support and maintain the hybrid architecture which combines on-premise infrastructure with Azure cloud services
- Need for an efficient data warehousing platform acting a single source of Truth for all data need
- Integrate with other providers to facilitate analytical data-driven insights with best practice and support to assist end-users
- Provide common data to underpin analytics and crucial strategic initiatives such as A&E Dashboard, Model Hospital and Patient Level Costing
- Support and maintain the hybrid architecture which combines on-premise infrastructure with Azure cloud services
The Solution
ACA chose to work with MST Solutions after successfully using its services to implement Sales Cloud and due to the company’s previous experience implementing Pardot for other organizations. MST Solutions conducted discovery sessions with the sales and marketing teams to fully understand their pain points and requirements for the new system. MST Solutions automated marketing segments for email campaigns, added form handler code to existing website forms and integrated Salesforce and Pardot. A significant amount of data and marketing assets were then migrated from the legacy system to Pardot, creating a single source of truth for the organization. With the two systems integrated, MST structured the email campaigns in a way that allows for sophisticated analysis of email performance.
Value Created
- Centralized, cloud-based SMS, and email notification processes
- Improved end-user experience
- Each division can manage its own campaigns and contacts
- Real-time visibility into communication channels with Arizona citizens and DES employees
The Solution
ACA chose to work with MST Solutions after successfully using its services to implement Sales Cloud and due to the company’s previous experience implementing Pardot for other organizations. MST Solutions conducted discovery sessions with the sales and marketing teams to fully understand their pain points and requirements for the new system. MST Solutions automated marketing segments for email campaigns, added form handler code to existing website forms and integrated Salesforce and Pardot. A significant amount of data and marketing assets were then migrated from the legacy system to Pardot, creating a single source of truth for the organization. With the two systems integrated, MST structured the email campaigns in a way that allows for sophisticated analysis of email performance.
Value Created
- Centralized, cloud-based SMS, and email notification processes
- Improved end-user experience
- Each division can manage its own campaigns and contacts
- Real-time visibility into communication channels with Arizona citizens and DES employees
MST is an outstanding consultancy – quick to learn our business, strong discovery and implementation skills. The company set the bar for service delivery. It was refreshing to work with a highly invested partner.
– Lauren Wright
Director of Quality Improvement Arizona Commerce Authority
MST is an outstanding consultancy – quick to learn our business, strong discovery and implementation skills. The company set the bar for service delivery. It was refreshing to work with a highly invested partner.
– Lauren Wright
Director of Quality Improvement Arizona Commerce Authority
The Outcome
Sales and Marketing alignment is critical for marketing success. Having a defined process in place to qualify leads helps to align ACA’s sales and marketing teams, leading to more unique opportunities for collaboration.
With a deep integration between Sales Cloud and Pardot, ACA can now use a single engagement funnel to focus on the right leads, at the right time. ACA now uses Pardot for all their email marketing and leverages Engagement Studio to help with lead routing and nurture campaigns. The new system provides advanced email nurturing features and more flexibility when setting up campaign structures. The marketing team has been able to increase efficiency with user friendly editing and list management tools, email templates, and improved reporting capabilities. After the successful implementation of Pardot, ACA is seeing increased email engagement and a steady flow of high-quality leads.
Digital Transformation Drives Business Value
As a result, approximately thirty unique application types were digitized to a branded web portal with a modern customer-centric look and feel. Aside from land and lease application processing built on Salesforce Service Cloud and Communities, the cloud solution included integration to the legacy ERP, document management system, and several custom apps that provide project tracking for the commissioner’s office and the Real Estate and Trespass divisions.
Business value was delivered throughout-from workflow processing, document digitization and migration, integrations for online fee payment systems, and organizational change management. A community portal was created to help citizens submit and check the status of electronic applications along with an online payment system for application fees. Other benefits and accomplishments included:
Sales and Marketing alignment is critical for marketing success. Having a defined process in place to qualify leads helps to align ACA’s sales and marketing teams, leading to more unique opportunities for collaboration.
With a deep integration between Sales Cloud and Pardot, ACA can now use a single engagement funnel to focus on the right leads, at the right time. ACA now uses Pardot for all their email marketing and leverages Engagement Studio to help with lead routing and nurture campaigns. The new system provides advanced email nurturing features and more flexibility when setting up campaign structures. The marketing team has been able to increase efficiency with user friendly editing and list management tools, email templates, and improved reporting capabilities. After the successful implementation of Pardot, ACA is seeing increased email engagement and a steady flow of high-quality leads.
“We can now deliver value as fast as the business needs it. As a result of the continuous improvement steps, we have really leaned into transitioning existing processes into Salesforce,” said Spratling. “Salesforce really shines when it comes to adding bells and whistles. Just a few examples include help desk tickets, purchase orders, and billing.”
The project, which was completed in several phases, helped ASLD optimize and strengthen their service delivery capabilities on one of their core processes that directly supports their mission. The agency is better connected to their customers, which allows employees to more easily service and respond to customers’ needs. Since the launch of the system, paper applications have been reduced by 95% and end-user adoption rates have increased to 98%.
- Ensured a single version of the truth for improved operational and services insights
- Enabled real-time collections to run 10x faster
- Drove 90% faster response times for patient level and other reports
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