Turning CRM into a strategic growth tool

Client: Arcade UK Ltd

Commercial, Digital, Engagement, Strategy

The challenge

Building on 50 years of mechanical and engineering expertise, Arcade UK Ltd was ready for its next phase of growth, with ambitions to expand both its in-house capabilities and its reach across multiple sectors.

Despite boasting strong client relationships, specialist technical expertise and an impressive track record of successful projects, they still needed a more connected way to manage contact data, conversations, engagement and future business development in a way they hadn’t previously.

In initial marketing scoping conversations, we recognised that without a system bringing these activities together, Arcade’s growth ambitions would have been difficult to achieve. We identified the need for a strategic CRM approach that could support how the business works now, and a method to track targeted long-term relationship-led growth.

Our approach

We worked with Arcade to review their CRM requirements against the needs of the business, including ease of use, scalability, integration with existing systems, marketing automation, sales tracking and long-term value. Our aim was to help Arcade make a confident decision around choosing a platform that could support both immediate adoption and future growth.

We produced a shortlist of suitable CRM systems matching their needs and worked closely with them to evaluate the options before making a final recommendation. As both HubSpot and GoHighLevel CRM partners, we were able to provide independent strategic advice and guide them to the best fit solution before supporting the implementation.

Once a commitment to CRM was made, we helped Arcade shape the next phase of its development through a focused scoping workshop. Here we explored how their chosen CRM could better support governance, segment and manage their audiences and track communications activity, while being strategically aligned to their growth plan. We then handled full implementation of their chosen system; with weekly check ins to prepare the new system for population, whilst also working to ensure the CRM could sync with Arcade’s third-party project management system.

Impact

Arcade now has a CRM system that has been developed as a practical growth tool, ensuring consistent data collection, a stronger, recorded and more connected view of relationship management with communication history, and planning and sales visibility across the customer base. With a clear home for all contacts, Arcade has now moved to sending intentional communication campaigns to defined, segmented and targeted audiences, with the view to creating future relationships and work opportunities.