Michelle McCarthy

Built a new leading-edge team that serves as a key enabler for surfacing connected marketing data intelligence and powering analysis that drives not long strategic insights and recommendations, but action and change. Our team focuses on analytics, modeling, testing and optimization, and insights that continuously help marketing understand our customer behavior, path to purchase, and optimize campaigns and improve effectiveness and performance. » Implemented new Multi-touch platform and evolved custom Multi-touch attribution model for visibility into most effective channels and campaigns that drive revenue » Implemented “Speed to Lead” initiative (with automated data enrichment) that improved our speed for routing a new lead to sales from 24 hours down to <2 minutes » Developed Marketing Sciences tech stack and data architecture, working closely with IT to automatically feed all data sources that power critical insights into data visualization platform » Developed first ever pre-funnel and web analytics reporting for visibility into how digital channels and campaigns are performing, enabling adjustments to marketing mix » Organized and standardized all necessary data fields and inputs to analyze our marketing data (eg. Created a new UTM strategy, naming convention, and process) » Analyzed customer behavior, buyer’s journeys, and deal velocities to focus our marketing efforts and predict future pipeline generation

Led the massive transformation and growth of our marketing “engine”. I managed a team of Marketing Operations professionals responsible for marketing automation, tech stack and integrations, database health, lead processes, and funnel operations and reporting. » Created the successful sales and marketing funnel operations methodology, processes, and reporting which was leveraged across the company to achieve Marketing/Sales alignment and consistently measure and hit revenue targets » Developed decision making analytics by implementing first ever Multi-touch attribution model to understand marketing effectiveness and increase Marketing ROI » Implemented first ever Predictive Lead scoring model within Marketo to prioritize leads based on their likelihood to fit the profile of a future customer » Led several contact acquisition initiatives to build our database and feed new quality contacts at target accounts through the sales funnel » Served as Marketing Lead for company-wide implementation of core platforms: Salesforce (CRM) and Marketo » Developed our Marketing Tech governance strategy and grew our Marketing Tech stack from 3 disparate platforms to 9+ integrated platforms which allowed us to scale our database/operations and amplify revenue growth » Managed segmentation and targeting data and execution to reach right audiences for marketing campaigns » Managed our internal Employee Sales Leads program (internal referrals for upsell/cross-sell opportunities) which consistently exceeded growth goals YOY and generated over $6M in Annual Recurring Revenue » Served as Contact Data Steward on Blackbaud’s Data Governance Council to represent quality of contact data and lead initiatives that impacted sales and marketing growth » Managed Bbcon (Blackbaud’s largest conference) lead operations and reporting by implementing lead capture mobile app and training employees » Led change management for 7+ acquisitions and global tech consolidations in Marketo and Salesforce

Managed all incoming lead volume: Internet Leads Event Leads Queries for reporting Sales Team routing Implemented new processes to improve efficiency Took ownership of weekly reports in Eloqua, and monthly/quarterly reports and clean ups in SalesLogix Assisted in implementing creative promotions for the Employee Sales Lead program Assisted in processing Employee Sales Leads in the Microsoft Access Database Trained and managed interns that assisted with the lead entry process