Working in Marketing Operations in companies that are constantly growing, both organically and through M&A, I am required to continually integrate and migrate new business units into the existing tech stack.
This requires intense attention to detail, comprehensive auditing and information gathering, ensuring effective communication across various teams, project management skills, and the ability to distill complex topics into easy-to-comprehend snippets.
Further, since not all solutions are one-size-fits-all, I often have to get creative in solving problems that are agreed upon by all stakeholders. Luckily, I’ve worked with some brilliant and collaborative people.
Technology Process: Implement & Migrate
Key aspects for integrating and migrating new business units into the existing tech stack include:
- Researching best practices and developing SOPs (Standard Operating Procedures)
- Standardizing information & processes, creating templates
- Creating knowledgebases & resource libraries for readily-accessible, self-serve information
- Building automated, customized data reports and dashboards
- Providing training in tech usage with best practices for affected teams
- Staying up to date on technology trends and changes
- Continuously optimizing, improving, and growing account technology, while staying laser focused on reaching business goals
- Monitoring performance, anticipating and troubleshooting issues
Additionally, I prepare a pitchdeck to outline the benefits and details of a technology upgrade. I use Google Analytics, Looker Studio, Domo (or another BI tool) to provide predictive and comparative data, including the return on investment and other relevant KPIs (AOV, ARPU, LTV). Or, if more relevant, I’ll focus on resources like reducing the cost per conversion.
Automation
Automation and AI are key components for reducing inefficiencies, making best use of resources, and increasing overall conversions and revenue.
Automated Sales & Marketing workflows
Example: Lead magnet
Instance: User email is captured via a lead generation source and routed into an automated workflow comprised of phone calls and emails designed to propel them further down the funnel and/or convert.
Steps to create an automated workflow (not comprehensive):
- Establish the cadence of communications
- Determine stage of purchase process – top, middle or bottom of funnel
- Establish activities within each action
- Create messaging and resources designed to engage, inform, and ultimately entice user to convert, engage with the brand and/or progress through the funnel/pipeline.
- Highly tailored to the funnel phase & channel.
- B2C: I generally use phases of awareness, interest, consideration, conversion. B2B/B2E: TOF, MOF, BOF
- Provide resources in automated emails, including whitepapers, case studies, demo videos, free trials, testimonials, checklists, and more, to build trust, provide value, advocate for brand, and encourage continued engagement
- Highly tailored to the funnel phase & channel.
- Build and standardize phone scripts for sales team, if applicable
- Create automated reports to track performance (benchmarking upon launch)
Let’s connect!
Interested in learning more about my background, or scheduling a call? Let’s discuss how I can contribute to your organization!
Kate Khoury Portfolio 