Strengthening Data Integrity, Improving Campaign Performance, and Accelerating Marketing Velocity
Executive Summary
When PointClickCare undertook a large-scale marketing asset migration, the objective was clear: protect performance while improving infrastructure.
With thousands of assets, complex CRM integrations, and strict healthcare compliance requirements, this migration required more than technical execution. It demanded operational leadership, governance alignment, and precision testing.
Marquee Project delivered a seamless transition — while generating measurable performance gains.
The Challenge
- Thousands of marketing assets across legacy systems
- Inconsistent naming conventions and taxonomy
- Broken workflow dependencies
- Attribution visibility gaps
- CRM sync delays impacting lead routing
- Zero tolerance for downtime
Objectives
- Complete migration with zero data loss
- Maintain uninterrupted campaign performance
- Improve lifecycle tracking and scoring accuracy
- Strengthen reporting clarity
- Increase campaign deployment speed
The Approach
1. Comprehensive Audit & Mapping
- Full asset inventory and dependency documentation
- Identification of redundant or outdated assets
- Usage and performance analysis
2. Governance & Cleanup
- Standardized taxonomy and folder structure
- Asset ownership alignment
- Scoring recalibration
- Lifecycle stage revalidation
3. Phased Migration Execution
- Batch migration strategy
- Workflow reconstruction and CRM validation
- Attribution field rebuild
- QA checkpoints between phases
4. Testing & Performance Validation
- End-to-end campaign testing
- Form-to-CRM sync validation
- Lead routing verification
- Funnel reporting reconciliation
Performance Impact
Operational Improvements
- 100% asset migration accuracy
- 0 campaign downtime
- 38% reduction in outdated or duplicate assets
- 30% faster campaign build time
- 42% improvement in asset discoverability
Marketing Performance Gains
- 25% increase in MQL accuracy
- 18% improvement in email engagement
- 22% reduction in lead routing delays
- 35% faster Lead-to-MQL progression
- 27% improvement in reporting accuracy
Revenue & Pipeline Impact
- 19% increase in influenced pipeline visibility
- 14% lift in MQL-to-SQL conversion
- Improved multi-touch attribution clarity
- Stronger executive reporting confidence
Stakeholder Perspectives
VP of Marketing Operations
“This wasn’t just a migration. It was a transformation of how we manage and activate our marketing assets. The visibility we gained into our funnel and attribution gave leadership a new level of confidence in our reporting.”
Director of Demand Generation
“Before the migration, campaign builds were slower and often required manual fixes. After the transition, our team could launch programs significantly faster with cleaner segmentation and more reliable scoring.”
Sales Operations Leader
“Lead routing improved immediately. The sync between marketing and CRM became more predictable, and our reps were receiving better-qualified leads with clearer context.”
Marketing Systems Manager
“The governance framework Marquee implemented ensures we won’t fall back into disorganization. We now have standardized processes that support scale.”
Strategic Outcome
PointClickCare emerged from this initiative with:
- Cleaner data infrastructure
- Optimized automation
- Improved compliance alignment
- Faster campaign execution
- Stronger pipeline visibility
This project demonstrates that enterprise asset migrations, when approached strategically, can
deliver measurable revenue impact — not just operational continuity.
