Finally, through management consulting firm HazelHeartwood, I took up the role as the Marketing Automation Lead for Toyota Motor Europe, overseeing the rollout of Salesforce Marketing Cloud to 30 different markets in just a year. While supporting Toyota’s car model launches, I ran marketing experiments and managed data at an unprecedented scale.
And so throughout the years, many people came to rely on my advice regarding marketing automation and CRM.
However, when advising another automotive company in summer 2018, I struggled a while to understand why their marketing team spent so much time on data. To prepare data for campaigns and extract results afterwards, they imported and exported big CSV files from Salesforce Marketing Cloud over an FTP server. Then they modified the data as needed in Excel, which would often freeze. Often, they relied on outside help for writing SQL queries. The marketing team complained a lot about this cumbersome process.
I wondered then about the possibility of a segmentation solution: With intuitive drag-and-drop and full integration with Salesforce Marketing Cloud, I imagined the marketing team would be a lot more efficient, would no longer have to rely on SQL expertise, and enjoy their work more.
When I pitched the concept to the Marketing Director, he told me “You’re going to score big time with this!”. Encouraged, I then pitched the concept to an insurance company where I did another project before. They asked for a quote on the spot.
Mind you, at this point we had not written a single line of code, yet here were these marketing leaders who were already showing serious interest.
So I got together with my long time friend, ex-colleague, and even ex-co-founder, Jonathan, and we began building the DESelect MVP (minimum viable product).