Sangeeta Nayak is a former MarTech Leader and CDP Product Owner at AT&T. Recently, Sangeeta undertook a CDP initiative to better enhance and streamline AT&T’s leads with Eloqua. She shares her journey, her results, and what she wishes she could re-do if given the chance to do it all over again. Sangeeta’s project initiative saw a 20x impact, and she’s very excited to see where it goes as the initiative matures and grows over time.

Tune in and Get Inspired To:

  • Unearth and engage with top-notch prospects precisely when they’re ready to buy. Connect with your ideal customers at the perfect moment, maximizing your sales opportunities.
  • Prevent any disruption by ensuring a seamless transition with a well-formulated adoption and change management plan. Highlight these process changes and plans by effectively communicating with your internal teams, agency partners, and key stakeholders ahead of time.
  • As you prepare for success, equally gear up for challenges – making room for invaluable learning experiences and continual improvement.
  • Unleash your creative potential, inspire others, and construct a dynamic idea warehouse where you can openly exchange your thoughts, triumphs, and lessons learned.
  • Start stirring anticipation for transformative change by projecting the promise of success and business impact even before your triumphs have been realized.
  • Embracing transformation with technology is the key to crossing the finish line of all your transformative initiatives. However, victory is incomplete without the unyielding support of efficient leadership and seamless change management processes.

 

 

Key Takeaways:

[1:15] A little bit about Sangeeta and her work at AT&T.
[2:35] What problem was Sangeeta trying to solve when she took on the CDP initiative?
[4:25] After incorporating Eloqua, Sangeeta saw lead results jump from 2% to 40%.
[5:00] Sangeeta shares her process. How did she begin to tackle a project like this?
[8:35] What other departments/systems did Sangeeta have to bring in to make this project work/coherent?
[11:30] If Sangeeta had to go back, what would she do differently?
[13:00] It’s so important to find internal champions as well as ease product owners into this dramatic change.
[17:45] When you are architecting future solutions, Sangeeta offers advice on what you have to keep in mind.
[23:50] What has Sangeeta learned thus far from the data gathered?
[25:10] What inspires Sangeeta?

 

Quick Links:

Att.com

Sangeeta on LinkedIn

 

The Inspired Marketing podcast is produced by Relationship One. Our goal is to share real experiences and inspirational stories of marketing leaders that are transforming their organization using the marketing technology.

If you liked what you heard in this episode, we’d love to hear about it! Comment below, send us a shout-out on
Twitter, LinkedIn, or email us at [email protected].

If you’re interested in sharing your own success story on Inspired Marketing, email us at [email protected].