Case Study: Experian Reorganizes For Growth, Putting Portfolio Marketing In The Driver’s Seat

As a highly matrixed organization, Experian’s Decision Analytics business division had to establish a cohesive and actionable go-to-market strategy, underwritten by formal operational programs. Partnering with Forrester, Experian’s portfolio marketing team adopted a series of best practices and took responsibility for driving business growth. The team has implemented new processes, bringing vigor and measurability to market awareness, demand generation, and sales knowledge transfer. They have also worked to better articulate the voice of the customer and define go-to-market plans for buyer-oriented solutions. The result has been an increase in marketing-driven revenue and a model for transformation across the organization. In this case study, we describe the transformation of Experian Digital Analytics’ portfolio marketing team from request taker to strategic leader.