How Salesforce Vlocity added design bandwith without sacrificing brand
Background
Enhancing Salesforce with Custom Industry Applications
Salesforce is the premier customer relationship management (CRM) platform for large businesses. However, certain industries need more specialized knowledge to fully leverage Salesforce's capabilities.
Enter Vlocity—a contract lifecycle management (CLM) solution that helps communications, insurance, energy and utilities, financial services, media, health and public sector clients get started more quickly and make the most of their subscriptions.
Ethan Duff is the Global Head of Creative at Vlocity. His team acts as an in-house agency responsible for producing and overseeing a variety of content, including PowerPoint presentations, videos, social media, and desktop publishing. “Vlocity is one of Salesforce’s biggest partners,” says Duff, “so we're also in a space that's moving and changing really fast.”
Challenge
Meeting the Demand Across Six Industry Verticals
Around a year and a half ago, Vlocity significantly expanded its product marketing team across six specialized sectors: communications, media and entertainment, energy and utilities, insurance, health, and government. Ethan's team was already at capacity, struggling to produce all the creative needed to support the brand, but there was a tremendous amount of industry-specific content to create. "We have six verticals, so really, it's almost like there's six companies," says Duff.
We got to a point where my team was just spread way too thin to be able to support the day-to-day production work that has to happen around creating and updating sales decks and other collateral.
As Vlocity's global creative director, Duff saw the need to maintain brand control amidst a heavy workload. He pointed out that overwhelmed teams might neglect brand guidelines and produce subpar and off-brand materials out of frustration with delays. Reporting to the CMO and closely aligned with the brand-centric CEO, Duff was aware they had to address this issue promptly to preserve the brand's quality.
Solution
Vlocity's Strategic Partnership with Superside for Round-the-Clock Creative Excellence
Duff initiated a discovery session with the Superside client success team (CSM). Using the information gathered in this session, Superside assembled a dedicated creative management team and network of highly skilled designers—situated across several time zones and available to jump on a new project 24/7—all while staying true to the Vlocity brand and ethos.
Superside let our product marketing managers focus on being content experts, trusting that experienced and trained designers would ensure formatting consistency and brand alignment.
Results
Tenfold Increase in Design Output with Superside Collaboration
"Managing the volume and SLAs (service level agreements) that we did was only possible with the support that Superside provided. And what was really, really significant is the turnaround time which increased our design capacity 10X," says Duff.
At the time this case study was written, eight members of Vlocity regularly taped into Superside to get more than 30 projects completed quickly, cost-effectively and on-brand. The team estimates around $80k in design production savings by working with Superside.
Meanwhile, Vlocity's in-house designers could better focus on other key strategic initiatives, with clearer minds and less risk of burnout.
Superside's model provides us with the flexibility to meet our customers’ needs, and meet them fast.
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