Noticing that a significant number of acquired leads were never entering any email journeys, an initial review of the marketing funnel was undertaken to better understand user journeys, how teams interacted with data, and how data flowed between systems. This uncovered inconsistencies across the CRM, website, and email platforms that were preventing effective segmentation and automation, while also leaving valuable data excluded from existing flows.

Addressing these issues involved cleaning legacy, unengaged data, correcting data mapping, and fixing broken or mismatched data flows. This work unlocked the opportunity to prioritise the launch of a new, high-impact automation series, creating more relevant and consistent journeys over time. Auditing existing user journeys revealed opportunities for a broader roadmap of improvements, alongside optimisation of current automations.

Findings and recommendations were presented to senior stakeholders, with approval given to implement the highest-value changes first. Establishing clearer data foundations enabled the development of more reliable, scalable email automations designed to better support the customer journey and ensure lead acquisition investment worked harder with better nurture opportunities.