Carol Crawford

About Carol Crawford

In this age of digital transformation, my marketing and sales technology operations expertise (CRM /Marketing Automation) coupled with my business development and sales leadership experience give me a unique ability to design and implement a centralized ecosystem that drives automation, revenue, data compliance and data normalization, optimized for operational efficiency and reporting across platforms and key stakeholders. The strategy and implementation of workflows and triggers to drive the insightful data into actionable data is paramount to drive revenue, tracking and reporting. In addition, the normalization of data for segmentation, data health, and data law compliance are all key drivers in facilitating efficiency and overall pipeline and operational success. A self-starter with a deep understanding of lead generation, the end-to-end marketing funnel, sales pipeline and conversion targets, B2B sales and analytics. Key areas of experience include: • Implementation, rollout and administration of CRM (Salesforce) and Marketing Automation (Exact Target, Marketo, Pardot, Salesforce) • Lead-to-Revenue process, stage definitions and ongoing optimization, reporting, marketng dashboards and processes in conjunction with key stakeholders • Define, develop and deliver the marketing measurement strategy and execution • Ensure database integrity, governance and accuracy across all systems, develop processes that best support business needs, partnering with Sales Leadership to ensure integrity in the sales funnel • Partner closely with CRM and Marketing technology, Engineering and IT teams to ensure Marketing and CRM operations technical implementation requirements are understood and met. • Implementation of best practices and training across teams

Experience

1. Assistant Vice President Global Marketing Operations & Automation

   Genpact

   Mar 2015 — Present