Noticing that a significant number of acquired leads were not entering 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, personalisation, and automation, while also leaving valuable data excluded from existing flows.

Addressing these issues involved cleaning legacy and unengaged data, correcting data mapping, and fixing broken or mismatched flows. Mapping customer journeys improved understanding of the customer lifecycle and unlocked opportunities to prioritise the launch of high-impact automated email series, creating more relevant, consistent, and personalised journeys over time.

Establishing clearer data foundations and optimising marketing operations enabled the development of scalable, reliable email automations that better support the customer lifecycle, strengthen lead nurturing, and maximise acquisition investment.