ALE International is a leading provider of enterprise office and cloud communication solutions and services, marketed under the Alcatel-Lucent Enterprise brand. With headquarters in Paris, France, it operates globally with 2700+ employees in 100+ countries worldwide. In an extremely competitive segment, partner engagement and loyalty is paramount, as such Alcatel-Lucent needed to develop a global co-marketing program to move the needle on partners revenue growth through ROI based co-marketing:
- Overcome lack of internal resources to provide one-to-one support
- Run integrated marketing campaigns with a single point of contact
- Execute demand generation activities for end-users on a continuous basis
- Be more efficient in the use of MDF funding
- Follow global standards and best practice guidelines
Gorilla built MyMarketingAgency (MMA), a global co-marketing program for ALE partners worldwide. Based on a portfolio of services and pre-packed offering, MMA was introduced to partners through regional account managers in sync with ALE field marketing teams. Gorilla was able to setup a complete concierge service to execute lead generation activities by providing a single point of touch to partners and to the client alike.
With MyMarketingAgency, Gorilla generated valuable data and insights for ALE International and an additional layer of information on the behaviour of its Channel.
MARKETING AUTOMATION PLATFORM
- Ready-to-use content, in multiple languages
- Emailing campaign execution, with data cleansing and segmentation
- Reporting & analytics
- Web banners and social content sharing
LEAD DISTRIBUTION AND TRACKING AND CRM INTEGRATION
- Leads are distributed to Channel Partners, Distribution and vendor
- Leads are integrated to ALE CRM with it’s own tracking code
END-TO-END MANAGEMENT OF THE PROGRAM, INCLUDING:
- Suppliers management worldwide
- Integrated marketing campaigns offer and standard pricing
- Co-op funds reporting and management
- Single global management team with multicultural awareness and language skills
- Partner support engagement, with local knowledge and delivery
Gorilla built a solid program from scratch and achieved to manage hundreds of campaigns per year with efficiency and accountability. Each of the activities is fully traceable and the generated leads are being integrated within ALE’s internal CRM, closing the loop and enabling the follow up through the internal sales cycle.
MyMarketingAgency allows ALE International to manage projects at a global level with a single entry point and complete visibility.
With an integrated campaign execution and lead management system, ALE is now able to promote standard practices across the globe and measure success, thus driving scalability and positive outcomes.