Swiss Post Solutions drives global marketing efficiency

Challenges

After significant organic growth and acquisitions, Swiss Post made a decision to amalgamate 30 plus global brands into one single brand – Swiss Post Solutions (SPS). Historically, SPS was known for superior operational delivery. As an operations-led organisation, marketing played more of a sales support than a strategic function with departments located worldwide. This meant that regional marketing departments operated rather autonomously using different marketing tools, managing their own databases and creative.

An example of this siloed data and marketing approach was how SPS sent emails to customers and prospects. Each region had an email blast system but they did not integrate with the CRM system. SPS could not close the loop on marketing campaign ROI. The sales team did not have information about what prospects and customers were receiving from marketing. Sales and marketing did not have the single view into their customers and prospects they needed to provide the best customer service and grow sales. This decentralised model eventually led to a lack of coordination, standardisation, and consistency in go-to market activities around the world.