Making a small marketing team's workload visible before a CRM rollout

The challenge

A small marketing team was handling campaigns, content, customer communications and requests from across the business. Work was recorded in separate lists, emails and notes, making it difficult to see the full workload or plan ahead. Customer follow-up also depended on manual handling and information passing between marketing and sales. A CRM implementation was under way elsewhere in the business, but the marketing team needed to make its own processes and requirements clear before expecting the system to solve them.

What LUKiN did

• Reviewed recurring work and time use with the marketing lead, including which tasks might be simplified, delegated or supported by automation
• Helped the team establish a shared Trello task board, with checklists for recurring activities and visibility of each colleague's work
• Supported a shift to quarterly planning, connecting upcoming campaigns, website content and events to regular review conversations
• Reviewed the customer-journey map created by the marketing lead, tracing enquiries, sales follow-up, quotations and the information marketing needed back
• Helped turn those handovers into CRM requirements, including customer information, lead-source visibility and opportunities to automate recurring surveys or communications
• Separated improvements the team could use immediately from changes that depended on the CRM implementation team

The result

By the final advisory session, the marketing lead reported that the shared task board was in regular use, work felt more manageable and colleagues had greater visibility of tasks and accountability. Quarterly planning was also in use. The team had documented its customer journey and articulated the information and handovers it needed from the CRM. These were practical changes in how work was organised, implemented by the client team with LUKiN's guidance. The wider CRM rollout was still in progress and was owned by another team. This case does not claim a completed CRM implementation, realised automation savings or a measured increase in revenue.

The account is supported by advisory-session records and the programme case-study brief. The client is anonymised. Benefits are described as reported by the marketing lead; no time-saving or financial metric has been inferred.