Minitab, a SaaS company with over 50 years of experience in data-driven problem-solving, sought to develop an in-house platform to manage their marketing campaigns. They previously relied on a fragmented system involving HubSpot for emails, Asana for project management, and an internal tool for process management. This disparate approach led to inefficiencies and a lack of a unified view of their campaigns.
The Challenge: Disconnected Campaign Workflows
Minitab’s existing campaign approval process was complex and involved multiple tools that did not integrate seamlessly. The workflow included:
- Campaign submission and managerial approval
- URL creation via a URL builder
- Process map creation and approval
- Asset request and approval by content managers/directors
This distributed process made it difficult to track campaign performance, ensure data consistency, and maintain clear communication across teams.
The Solution: Operly as a Centralized Platform
Minitab chose Operly to build a centralized campaign management platform. Krystian Evans, Marketing Analyst and Intelligence Manager at Minitab, highlights Operly’s ability to strike a balance between simplicity and flexibility, allowing both technical and non-technical users to build and customize applications. Furthermore, Operly’s strong connectivity to various databases was a key factor in its selection.
The Operly application now serves as the frontend for their Minitab Connect product, providing a cohesive environment for managing campaigns.
The Impact: Enhanced Structure, Visibility, and Efficiency
Implementing Operly brought significant improvements to Minitab’s daily workflows and overall business processes:
Structured Workflows: The Operly application brought much-needed structure to Minitab’s campaign management. Forms within Operly ensure that accurate and consistent information is recorded, organizing the entire process.
360-Degree Campaign View: Operly provides a comprehensive, 360-degree view of campaigns and their performance. This centralized visibility allows teams to monitor progress and analyze results more effectively.
Improved Reporting and Analysis: By enforcing a consistent naming convention through Operly, Minitab can now analyze and report on campaigns with greater ease and confidence. This consistency is crucial for data-driven decision-making.
Enhanced Communication and Productivity: Communication has significantly improved since everything is consolidated in one location within Operly. The automatic generation of necessary elements by Operly has reduced instances of missed tasks, leading to increased efficiency and productivity.
Future Outlook: Expanding on Success
Minitab views Operly as a long-term solution for their needs. Krystian Evans has had a very positive experience with Operly and envisions it becoming the central hub for all marketing campaigns at Minitab.