The client
The British Heart Foundation (BHF) is one of the UK’s leading charities. Every year, it funds around £100 million of research aimed at saving and improving the lives of millions of people affected by heart and circulatory diseases.
The challenge
Driven by an increasingly complex and diverse customer landscape, the BHF’s marketing was changing and their marketing technology (martech) stack needed to keep pace.
The BHF needed to understand whether their existing systems would support their marketing evolution. From there, they needed to develop a strategy to ensure their martech worked seamlessly to support their increasingly complex goals.
The approach
We used our Marketing Technology Evaluation Framework to deliver a structured assessment of the BHF’s capabilities across strategy, data, understanding, and application.
Our first step was to gain a deep understanding of the organisation’s strategy, its marketing direction, and the key initiatives that were in place. We then translated this into a set of target technology capabilities and ways of working which would be required to support the needs of marketing.
Taking this benchmark, we audited the existing marketing systems. This included performing a gap analysis and defining technology and business solutions for lacking areas. We then created a prioritised roadmap to resolve them.
The results
We identified the opportunities and gaps across the BHF’s marketing tech stack and formulated a roadmap to address critical issues and accelerate their marketing efforts.
We also aligned thinking across marketing, digital, and IT teams, unifying them under a clear target model for marketing technology investment.
The end result is a shared understanding of the BHF’s martech needs and new ways of working that ensure technical and marketing teams are aligned towards agreed objectives.
