West Coast Office

40 Bayview Drive

San Rafael, CA 94901

415-459-0529

East Coast Office

1193R Washington St

Gloucester, MA 01930

978-325-1237

Execution

The Accelent model is about taking your business strategy through to successful execution. It’s just what we do. The diverse skills of the senior team members will help you to build brands and programs, enable the sales team, create and execute campaigns, and design and implement technology solutions and mobile apps.

  • Organization
  • Brand
  • Programs
  • Automation
  • Data
  • Websites
  • Enablement
  • Implementation
  • Organization

    Digital transformation is an organizational change journey to adopt digital technologies and business models to improve performance.  New centralized operational teams are being created to drive and manage a wide variety of activities. The skill set of these team members tends to be more process, analytical, system and customer oriented. Marketing Operations is the function responsible for marketing performance measurement, strategic planning and budgeting, process development, demand generation, campaign execution, systems and data.   The nature of Sales Operations is changing too and in some cases these teams are being merged to better align marketing and sales to track business metrics. As companies build these operations teams, they look for best practices leadership and often require external resources to support these disciplines. Accelent helps companies optimize and execute organizational realignment and operations functions and drive business transformation.

  • Brand

    The execution of the brand strategy requires unified messaging across a variety of channels; the messaging must be consistent and integrated. It must be targeted to buyer segments and speak to individuals while reinforcing your brand promise. Visual brand execution is critical for people to instantly recognize your company. Your brand’s foundation is the website, and all communications, sales materials, advertising and graphics must hang together across geographies.  In verticals with a more direct B2C component like retail, sports, financial services and even healthcare, the brand is reinforced with a compelling user experience that is reinforced in multiple channels including mobile. Accelent helps to build brands by executing on a wide variety of projects and programs including naming, positioning. messaging and copy, websites, social media programs, and sales tools that cohesively build your brand.

  • Programs

    Marketing drives programs that include multi-channel campaigns for the purpose of branding and demand generation to fill the sales funnel. Digital marketing requires both inbound and outbound programs including social, search, email marketing, mobile marketing including web and in-store promotions using branded apps. Executing these programs requires thoughtful planning and precision execution.  The prospect and customer databases must be segmented and then ‘personas’ or profiles must be created to ensure your campaign speaks to the target need or interest. Nurture campaign require marketers to document the ‘buyers journey’ to outline the steps in a likely sales cycle and create and map the right type of content to the different stages. Accelent’s marketing professionals can drive the entire process or execute on different campaigns as needed and our system experts execute email campaigns using marketing automation platforms.

  • Automation

    The first step for effective utilization of a marketing automation system is to configure the foundation correctly. By focusing on data, repeatable processes, and templates, marketing campaigns will be deployed swiftly and efficiently. It is essential to track visitors by tagging content to identify how they are interacting with the website. For email marketing, lead scoring and nurturing programs enhance the marketing process to move leads from marketing to the sales funnel and improve campaign results.  There is an art to creating forms and landing pages to interact with prospects and capture activity that result from the campaigns. Accelent works with marketing teams to get the most out of their systems on a project or ongoing support basis. Our marketing automation Readiness Assessment and Health Check offerings ensure the system is optimized to execute marketing campaigns.

  • Data

    Clean data is essential to running an effective system and for capturing accurate information for reporting. Data must be correct, consistent, and complete and requires multiple disciplines. Data cleansing is the first step but is an ongoing process. Data augmentation requires the standardization of data fields and values to ensure data is consistent. Data de-duplication is an endemic problem in CRM and must be managed. 3rd party data sources can create a special nurture strategy to enrich your data to ensure completeness. And good form design can simplify, empower, and consolidate data and improve accuracy. Accelent’s system consultants will analyze the state of your data and design an optimal cleansing strategy and implement a solution to restore the health of your data. We can also build reports and dashboards to better track the business.

  • Websites

    The foundation for all digital marketing starts with the Website. Building a great site takes planning and leverages architectural design principles for intuitive navigation.  The content must be visual and easy to digest; video is popular to deliver messages in sound bites. Many sites incorporate real time targeting and personalization to serve dynamic content based on the visitor’s profile. The site must be easy for people to find. It should integrate social media, pay-per-click Keyword search, analytics, and conversion optimization. Tracking activity data from these channels is essential to building rich profiles to tailor marketing campaigns. All site design starts with a strategic blueprint. Accelent’s design and development team has produced dozens of sites that embrace these principals, and our inbound marketing consultants ensure your social and marketing automation strategies are incorporated to create a powerful demand generation vehicle.

  • Enablement

    Enablement refers to tools and processes required to help sales effectively sell products and services.  It includes product collateral and competitive checklists but it is really about accelerating the sales cycle. Sales enablement is supported by marketing automation or opportunity management software integrated with CRM systems. These tools display a dashboard of prospect activity ranked by the hottest leads. Sales playbooks track and manage opportunities in standardized way. Accelent incorporates these tools and has a complete sales acceleration methodology with actionable deliverables. It includes sales process and organizational assessment and workshops to build a repeatable messaging framework to translate marketing messages into sales messages that can be easily delivered. Workshops on territory and account planning and forecast and pipeline management help to align goals with marketing and executives. We also conduct sales training to develop sales skills.

  • Implementation

    It is imperative that marketing automation and CRM systems be in perfect alignment to support processes and capture metrics to better run the business. With a landscape of over 440 solutions, knowing the right tools to use to implement effective solutions that span business systems to mobile apps is critical. The current wave of digital marketing is the explosion of mobile apps to better reach customers on their platform of choice. It is about building a better customer experience for users to interact and find the information or offers they want.  This requires a creative marketing and development partner to help define the application goals and design a killer app. Accelent’s team features a former a CIO, automation experts, designers, and a senior software developer to help create, implement and integrate technology solutions to elevate your business.