Dell EMC, part of Dell Technologies, is an IT services company that helps organizations modernize, automate, and transform their data centers using converged infrastructure, server, storage, and data protection technologies. The Austin, Texas-based company can create hybrid clouds and transform businesses through the creation of cloud-native applications and Big Data solutions. It service's customers, including 98 percent of the Fortune 500, across 180 countries.

THE CHALLENGE

While its customer roster is indeed impressive, 70 percent of its marketable B2B contacts were inactive. In fact, 43 percent never engaged with marketing emails that Dell EMC sent.

Dell EMC was faced with a decision to remove contacts or implement a CRM strategy to drive re-engagement and increase revenue. It chose the latter, and in November it paired up with marketing solutions provider Epsilon to identify trends involving its inactive segments based on campaign type.

THE INSIGHT

Dell EMC had been trending a quarter-over-quarter decline in metrics and had decided to work with Epsilon to leverage the power of engagement segmentation, which is how the company discovered an iceberg of non-engagers and a correlating decrease in sales opportunities.

TASKS:

You are the Chief Revenue Officer of Dell EMC and have been tasked with developing and implementing the CRM strategy to achieve the business objective of driving engagement and increasing revenue. Provide a thorough and detailed business report outlining how you would achieve the business objective with the report being broken down into the following main components.

Strategy - a detailed description of the CRM strategy you are recommending and an outline of your rationale and the research-based analysis supporting your selection.

Tactics/Techniques - a detailed description of the marketing techniques you would implement to support the CRM strategy.

Implementation - a detailed description of how you would implement the new CRM strategy, the CRM platform, and any other marketing technologies/tools, you would use.

Reference Materials/Sources