- Kathleen Marcell
ELI5: partnering with Switchboard
Much like other software companies, we speak to a range of customers, with different data needs, every day.
Each department, from RevOps to Marketing Analytics, has their own unique pain points when it comes to integrating data into a system that gives them the specific view they need, when they need it.
So it’s perhaps no surprise that for many, getting to grips with a new data automation platform like Switchboard can be daunting.
We’ve put together a handy three-step guide to explain who we are, and how we’re here to help.
Step 1 - discovery
First, we ask you about your company, your business model, your customers, the types of data you collect, which teams are using that data and how.
Second, we share what we're hearing in the industry from other digital-first companies, including common data challenges, and ask which of the three challenges resonates the most.
Common challenges we're hearing:
“How do we develop a highly-engaged digital audience that supports our online business model?”
“How do we rapidly bring together revenue and audience data feeds from dozens of different sources?”
“How do we model and integrate data sources into our data warehousing environment so that business teams can understand the drivers of user engagement and ad revenue growth?”
This discussion allows us to dig deeper to uncover the pain points we're looking for both across your business and within your individual teams.
Common pain points we look for:
The performance marketing team or user acquisition team is waiting on engineering resources daily for data needs, and spending too much time in pivot tables.
The tech team is backlogged supporting too many commercial teams, and burdened by ongoing maintenance and operations for their data ecosystem.
Your pain points are likely to be far-ranging, and could be much more nuanced than this. This is where our Customer Success team takes the time to listen to your individual needs, as well as advise on exactly what Switchboard does and how we help companies like you.
Step 2 - building a framework for success
Once we’ve established your primary use cases and pain points, we can provide you with a framework to take the conversation further - a clear vision of how to build a bespoke data architecture fit for the teams who will be using it every day.
Key champions of data efficiency and automation (that’s you!) can then use this framework to more easily secure buy-in from other stakeholders before a decision is made.
Key benefits of using Switchboard:
Limitless integrations: Many prospective customers see us as the go-to data engineering automation specialist for RevOps or AdOps. But most companies don’t just have data challenges in one particular team, or with one data stream, such as Facebook Ads or Google Analytics. Instead, our customers usually have multiple teams across the business, who have a combination of data streams they need to connect to and report on.
For instance, we have many customers (including Spotify, Dotdash Meredith, and Orangetheory Fitness) whose marketing teams have leveraged Switchboard’s turnkey solution to retain control over their own marketing data streams. They no longer rely on engineering teams who need to be focused on other mission-critical operations.
No more spreadsheets: Switchboard has been working with growth and performance marketing teams at organizations (such as those above) to get marketing teams out of spreadsheets and focused on the real-time insights needed to optimize customer acquisition spend and accelerate revenue growth.
Automation that finally sets you free: Our software platform fully automates the process of aggregating data from across different marketing silos like paid search, social, and email to provide real-time insights, which in turn enables teams to adjust spend and channel allocation in real time, too. This means no more manually monitoring for missing or inaccurate data. No more worrying about how to handle changing data, or how to add that next connector, and the next, and so on.
Read more: Using data to disrupt the music industry
We’ve seen first-hand how this kind of automation enables these teams to meet revenue and customer acquisition goals and manage marketing spend more efficiently from the moment they’re onboarded. Most companies today simply aren’t able to achieve these efficiencies, so it’s a really strategic advantage for those who can.
Step 3 - Onboarding that provides value from day one
At Switchboard, the onboarding process begins before a customer signs a contract. Our Customer Success team works closely with the Sales team to ensure that you have all the information you need to get set up and deliver value from the outset. After all, the sooner your teams can learn how to use the software, and operationalize it into daily activities, the more successful you’ll be in the long term.
Our onboarding process is co-owned by our Head of Customer Success and our Customer Success Engineers so that we can make sure we have clear goals and success criteria in place. From there, we create a step-by-step project plan, and hold weekly sessions to review progress, discuss open items, and ensure we are on track to meet your projected go-live date.
And, of course, a large part of this will be helping you prioritize your data sources to ensure they’re all connected and working as soon as possible.
To learn more about the individual data challenges we help solve, contact our Customer Success team today at email@example.com.