The Kilpatrick Group came to Madison Ave with a clear pain point: their work order and campaign management process was slowing the business. Marketing, operations, and tech ran on different tools, with handoffs living in email. Every campaign was a small project. Madison Ave rebuilt the core process on Salesforce, tied the existing Tableau, Marketo, and Marketing Cloud investments together, and changed how the team ships work.
The Challenge
Campaign management sat across regional managers, marketing, technology, and business strategy. Every campaign touched all four groups. The work order process was manual and fragmented. Tableau held the reporting, Marketo ran the email, Marketing Cloud ran the journeys, and none of it was stitched into how decisions actually got made. User adoption was patchy because the tools didn’t match the workflow.
The Solution
- Digital transformation of the work order process. Rebuilt the end-to-end flow on Salesforce as the system of record. Work orders now carry campaign intent, approval trail, execution state, and results in one record.
- Unified martech stack. Integrated Tableau reporting, Marketo execution, and Marketing Cloud journeys into the same Salesforce-native flow. One request, four tools executing in sequence, one place to see what happened.
- Campaign management as a first-class process. Customized Salesforce to treat campaign management as a named workflow with its own approval logic, stage gates, and handoffs instead of an ad-hoc set of records.
- Change management and enablement. Worked closely with regional managers, marketing, and technology leadership to drive adoption. The tool fit the workflow, not the other way around.
The Outcome
- 180 hours saved annually on the work order process alone
- Time-to-market cut by roughly 50% on new campaigns
- Dramatic lift in user adoption because the platform mirrored how work actually flowed
- Unified reporting across Tableau, Marketo, and Marketing Cloud inside Salesforce
Why It Worked
This wasn’t a Salesforce implementation. It was a business process transformation delivered on Salesforce. Madison Ave mapped the work before configuring anything, worked shoulder-to-shoulder with the regional managers who would actually use it, and made sure the integrations with Marketo, Marketing Cloud, and Tableau matched the workflow rather than forcing the workflow to bend to the tools.