Marketing Resource Management Platform Integration & Upgrade Driving Transformation and Growth for Premium Spirits Brands
Ecosystems & Alliances│ Success stories
About Client
The client is a leading premium baijiu producer with a mature digital ecosystem and end-to-end digitization across production, logistics, channels, and consumers. Through its self-developed marketing resource management platform, it has rolled out digital marketing across all contracted stores, significantly enhancing consumer experience.
Requirements
As competition intensifies in the baijiu industry, the company urgently needs to improve the efficiency of its marketing resource allocation. However, its self-developed platform shows clear limitations in campaign and expense management:
- Campaign Types: Unable to centrally manage diverse, multi-format marketing activities;
- Regional Adaptation: Lacks flexible budget allocation by region or province, making it difficult to apply differentiated execution standards across markets;
- Data Integration: Insufficient capability in comprehensive cost data aggregation and in-depth analytics, limiting granular decision-making and sustainable business growth.
Amid the wave of digital transformation, maximizing the effectiveness of marketing resources has become a critical challenge for traditional baijiu producers. Deloitte China partnered with Salesforce on Alibaba Cloud to streamline the client’s marketing resource management (MRM) processes, designing a unified platform tailored to real-world business scenarios and data governance needs. This solution enables the client to gain actionable insights into marketing campaign performance and cost efficiency, significantly enhancing resource allocation and strategic decision-making.
Solutions
Deloitte China conducted an in-depth assessment of marketing needs and resource allocation across the client’s business units, mapping over 20 distinct business scenarios. Based on Salesforce on Alibaba Cloud, we implemented an integrated campaign and resource management workflow that closes the loop from budgeting - resource allocation - campaign execution - reimbursement, enabling end-to-end visibility and control.
Results
- Unified platform for nationwide marketing campaigns, balancing centralized resource governance with regional business needs.
- End-to-end visibility of resource utilization, enhancing management transparency and campaign execution efficiency.
- Granular data analytics drive smarter decisions, optimize resource allocation, and maximize marketing ROI.
- Salesforce on Alibaba Cloud -based platform ensures users experience and fast frontline adoption of digital strategy.
Deloitte | Salesforce
Deloitte has a globally recognized Salesforce implementation team and has successfully delivered numerous large-scale Salesforce projects in China. Leveraging Salesforce’s capabilities across sales, service, commerce, and marketing, we help enterprises design tailored, end-to-end CRM ecosystems to drive high-quality, sustainable business growth.
Contact Deloitte：
If you have any questions, please contact National Office, Growth Platform – E&A: cnalliance@deloitte.com.cn
