Transforming data into action

How Positive Salary Packaging Saved 3 to 4 Days a Month and Achieved 95% Data Confidence with Us.

CASE STUDY

Positive Salary Packaging partnered with Double H Marketing to unify a fragmented data estate and build marketing they could actually measure.

95%

Confidence in where customer data lives, how it’s segmented, and how campaigns are attributed.

3–4 days

A month returned to the operations team, with more to come as further automation is completed.

1 org

A single Salesforce org spanning multiple brands, unified with Data Cloud and Marketing Cloud Growth Edition.

The context

About Positive Salary Packaging (PSP)

Positive Salary Packaging (PSP) is working to transform the way that employees and employers view salary packaging. They’ve created a transparent, easy process for vehicle financing that can enable employees to reduce their taxable income through novated leasing and simplify vehicle ownership and budgeting.

The Challenge

Data trapped in isolated silos

PSP’s data was trapped in isolated silos, making it impossible to connect information across platforms. This fragmented setup severely hindered segmentation and campaign delivery. To launch any initiative, the marketing team faced a massive manual workload, relying on other departments to generate unverified customer lists. Because communications were built in an entirely separate platform, the team was left blind to campaign ROI, unable to link their results back to the core customer account.

There was huge potential to improve not only the customer experience, but the marketing team’s experience as well, by addressing the disconnected data sources and replacing manual marketing efforts with automation.

Businessman and woman working in cafe, London, UK

At a glance

Client

Positive Salary Packaging

Platform

Marketing Cloud Growth Edition + Data Cloud

Led by

Blake Norrish, Head of Marketing

“We had a few different opportunities in front of us, but the rest of the PSP team was already on Salesforce. It made more sense for us to have one system and Marketing Cloud Growth Edition came at the opportune time. We could have everything in one system, which we hope will lead us to better quality of data, quality of work output, and more efficient processes.”

Blake Norrish

Head of Marketing, PSP

The decision

Choosing Salesforce Marketing Cloud Growth Edition

As PSP scaled rapidly, they needed a platform capable of unifying their scattered data and growing alongside their business. This drive to eliminate operational bottlenecks led the team to evaluate a variety of marketing automation systems, including Salesforce Marketing Cloud Growth Edition.

Led by Head of Marketing Blake Norrish, the PSP team initially mapped out standard requirements like connected email campaigns, forms, and workflows. However, drawing from his corporate background, Norrish recognised the need for a truly integrated approach. PSP needed a customer data platform underneath the email tool, not just the email tool. Ultimately, they settled on Salesforce Marketing Cloud Growth Edition, supported by Salesforce Data Cloud.

“I wanted to enable us to collect signals and triggers from external sources, and enable these from a data and segmentation perspective, but also to build automations from these and have this all in the one cohesive system. Before engaging in this scope of work, we approached marketing tools as email first. If we continued down that path, it meant missing the customer information you could collect, the information to enable you to market beyond just email”

Blake Norrish

Head of Marketing, PSP

The approach

What We Did

Our strategic engagement commenced with a comprehensive two-hour discovery workshop designed to align key stakeholders, evaluate PSP’s existing Salesforce systems, and confirm their overarching organisational goals. This collaborative foundational phase was critical to confirm the technology stack architecture, map the desired data flow, and outline initial use cases before technical deployment.

To deliver immediate speed to value and long-term success, we executed the following:

Core technical integration

We seamlessly united PSP’s customer data and marketing capabilities through the setup of the Data Cloud CRM Connector, integrating their CRM and Marketing Cloud environments.

Omnichannel Activation

We managed foundational system settings (including DNS and SSL configurations) and activated communication pathways across email and SMS.

Campaign Configuration

We configured an initial campaign complete with an email template, form, landing page, and flow, while deploying advanced platform capabilities such as generative AI features, lead scoring, and opportunity influence reporting.

Robust Team Enablement

We provided up to six hours of comprehensive training to help the PSP team understand and operationalise the Agentforce Marketing Growth system. Sessions were recorded for future staff onboarding, supported by structured project management via Asana and detailed architecture documentation.

“The setup that we didn’t need to be involved with was handled for us,” comments Norrish. “And importantly, the things that we needed to be involved with as far as shaping rules and things that we wanted included, or didn’t want included, were collaborated on.”

Double H note

Norrish was impressed by our technical understanding of Data Cloud to support their needs, as well as our ability to work across multiple brands and record types.

“We’ve custom-configured Salesforce for several different brands, each with its own leads, opportunities, quotes and contracts, but our operations and support teams are unified so they need one space to work. Everyone’s in the same org. We needed a way to work with multiple business units and record types sitting side by side.”

Double H note

PSP’s structure was genuinely complex, and getting segmentation right meant proving the matching logic before anyone trusted the output. We worked through the rules together, including how to treat overlapping profiles – a consumer who is also a B2B decision maker, for instance – so they receive tailored messaging rather than redundant outreach.

If you can actually set rules around scenarios like this, you don’t have to think about continually applying them. You can just know that, okay, I’ve dealt with this in that way. That’s how I’m going to work with that scenario. And the whole team has confidence in the data from the get-go,” says Norrish.

Group of young business people in the modern offic 2023 11 27 04 53 51 utc (1)

“Twelve months ago we didn't have a foundation. Now the data's connected, the segments are ours to build, and every automation we turn on from here compounds on the last one. I catch myself every few weeks going, we've built something genuinely good here.”

Blake Norrish, Head of Marketing, PSP

The result

Automations running, and an agentic future in view

PSP is now actively using Marketing Cloud Growth Edition, enabling automations and looking to an agentic future.

In particular, Norrish points to the speed of deployment for the marketing team as a massive win. Norrish also highlights the accuracy of Flows, enabling PSP’s marketing to move from manual, one-off sends to consistent automation. However, the biggest wins have been in data confidence and operational efficiency.

Speed of build

“Being able to add HTML emails from scratch, for example, means we can really tailor things to our brand. That's made it a lot faster, but also means as a marketer I don't rely on developers. The speed in building has been a really happy surprise!”

Data confidence

“The metric that matters most is that I have 95% confidence in our data — where contacts live, how they're segmented, and how campaigns attribute back. Historically, disconnected systems meant we were relying on manual processes and a fair bit of guesswork”

Workload returned

“Reduction in workload is the other big one. To begin with I'd put it at three or four days a month for the operations team, and that's before we've finished automating key stages of our customer journey. It's not just ops either — better data going into sales makes that handover cleaner too, so the benefit shows up in two places.”

In his words

Advice for other marketers

His advice for other marketers considering Marketing Cloud Growth Edition?

“Set aside your preconceived notions of the complexity of Salesforce. If we focus on the out-of-the-box features, it’s getting far more effective as a marketer’s tool, not just a developer’s tool. The challenge for marketing teams is that marketers don’t want to have to rely on other teams because it creates bottlenecks. I think there’s enough improved functionality and understanding of the platform that we, as marketers, can have control over the way that we work and operate whilst playing by the broader rules of the Salesforce ecosystem.”

“Twelve months ago we didn’t have a foundation. Now the data’s connected, the segments are ours to build, and every automation we turn on from here compounds on the last one. I catch myself every few weeks going, we’ve built something genuinely good here.”

Female team leader presenting ideas on white board

Here to help

If your marketing data is spread across systems that don’t talk to each other, you’re paying for it in manual work and guesswork. We’re happy to help you work out what a connected setup would look like. Let’s talk.

Let's talk