How Slalom—not a traditional consulting firm or traditional marketing agency—is filling a void for marketers.
Sean Dempsey | December 14, 2016
The marketing landscape has been in a state of constant and rapid change for the last several years, which is caused by new technology and the growth of digital as a platform. And many traditional marketing agencies are struggling to understand—and navigate through—the new marketing landscape driven by technology and data.
At Slalom, we’re uniquely positioned to deliver high-value, performance-driven campaign management services based on our purpose-built Customer Engagement practice.
Here’s why our clients trust our Customer Engagement team with their most important marketing work:
According to Gartner, by 2017 the CMO will control more IT spend than the CIO. As marketing becomes more digital, CMOs are seeking partners with the ability to connect data dots and integrate enterprise marketing technology.
We created our Customer Engagement practice to fill the void between traditional consulting firms (focused on IT implementations), and traditional agencies (chasing creative awards that deliver vanity metrics such as impressions or “likes”). Slalom is more data and technology driven than traditional agencies and more brand and marketing strategy focused than traditional consulting firms.
“The key to Slalom’s success is an agile position in the middle of two outdated business models.”
We help brands engage their customers in four key areas: understanding their customers, envisioning and planning, designing and building beautiful experiences, and operating and optimizing. Here’s what we mean:
Forbes recently reported on the changing agency landscape and the increasing competition by legacy consulting firms. According to Ad Age’s 2015 Agency Report, every one of the top four (and eight of the top 10) agencies are consulting firms like Deloitte, Accenture, KPMG, and PwC. Traditional agencies are buying up strategy, data, and digital firms in an effort to compete.
The backstory? Ad agencies got fat on media kick-backs, and grew complacent due to multi-year AoRs (sold by seniors, executed by juniors). These same agencies are struggling now in a performance-driven, data-centric, measurable world. Traditional consulting firms, who drove their share price by recommending complicated, multi-year, on-premise technology implementations, aren’t faring much better. Many are scrambling to restructure in a cloud-based, on-demand world. The key to Slalom’s success is an agile position in the middle of two outdated business models.
Slalom is a digital native in the consulting world. We grew up in the cloud. In less than fifteen years, we’ve grown to a 25-office, over 4,000-employee, $1-billion-dollar company organically—without any acquisitions.
Partners like Salesforce have called out Slalom's uniqueness, identifying the rarity of an organization that can manage CRM implementations, marketing cloud integrations, and managed services. No other partner with our scale can provide this fully-integrated marketing automation offering.
“Slalom is a digital native in the consulting world.”
Customer Engagement is not a new area for Slalom. We’ve proven ourselves by designing, building, and delivering incredible work for a roster of big brands. These projects’ specifics are highly-guarded, but we can share the following:
While Slalom started with a focus on marketing strategy, data, and technology, over the past few years we’ve seen a shift. Clients didn’t want to see us leave after implementation, and didn’t trust creative agencies to leverage the full capability of complicated, enterprise-grade marketing automation systems, nor to process the deluge of data generated by these same systems. Our unique expertise in marketing campaign management and managed services enables us to help clients better connect with customers— and boost company growth—through exceptional customer experiences.
Sean Dempsey is a founding member of the Slalom Canada team and leader of the Customer Engagement practice in Toronto. A big-brand retail and CPG marketer for the past 10 years, Sean wrote his first line of code at age seven and built his first CRM at 16. Follow Sean on Twitter: @iamdempsey.