From manual lead handling to automated marketing operations

The challenge

Marketing operations ran across more than twenty EMEA countries, each with its own tools and manual steps. Leads were handled by hand, marketing and CRM data sat in separate systems, and reporting depended on people stitching data together before anyone could act on it.

How we approached it

1. Cloud data strategyA data roadmap for cloud-based marketing analytics across 20+ EMEA countries
2. AutomationA custom lead management system built with Power Apps and Logic Apps
3. Marketing data integrationAzure Synapse pipelines to ingest and unify data from multiple marketing sources
4. Business intelligenceReal-time marketing analytics in Power BI on Azure Data Lake and SQL
5. Stakeholder changeC-level working sessions to drive cloud adoption and move off legacy systems

What was delivered

One Azure-based marketing data platform, automated lead management, and Power BI reporting that every country team works from.

Impact

Teams spend their time on campaigns instead of re-keying leads, and leadership sees the same numbers across every market.

"We were running marketing across more than twenty EMEA countries on manual processes. MOD put the whole thing on Azure and Power BI and automated the lead management. It took roughly eighty percent of the manual work out."