GRAIL, a life sciences company at the forefront of cancer detection technology, has built an exceptional multi-disciplinary organization of scientists, engineers, and physicians. GRAIL is using the power of next-generation sequencing (NGS), population-scale clinical studies, and state-of-the-art computer and data science to overcome one of medicine’s greatest challenges.

The Marketing team faced challenges with their Marketing Cloud and Pardot instances, which lacked critical functionality. The absence of streamlined processes hindered efficient lead management. The team was not merely looking for a technological upgrade but a strategic alignment of systems and processes to elevate GRAIL’s marketing effectiveness and ensure seamless collaboration across multidisciplinary teams.

Key requirements included enhancing visibility for tracking prospect and customer touch-points, the ability to send and track compelling emails, and segmenting business units. The team needed effective dashboards, a defined hand-off for Marketing Qualified Leads to the sales team, and synchronizing prospects between Pardot and Salesforce. GRAIL also wanted to integrate MedPro with Salesforce to validate Healthcare Provider (HCP) information, adding a layer of complexity to data accuracy and compliance.

West Coast Consulting Group was awarded the RFP to redefine Marketing Cloud and Pardot instances of GRAIL , create new lead management processes and ensure seamless integration with Salesforce. During a 12-week collaboration with GRAIL’s Marketing and IT executives, West Coast Consulting Group successfully implemented a comprehensive lead management process, ensuring seamless synchronization of leads from Marketing Cloud, Pardot, and Web-to-Lead forms into Salesforce.

West Coast Consulting Group devised a clear process for flagging prospects as Marketing Qualified Leads (MQL) and defined a structured handover to the sales team. The team also migrated from Pardot’s Classic to the Lightning version, ensuring a smooth transition without impeding lead generation.

To minimize disruption during the transition, a carefully staged go-live plan was executed, accommodating existing users and safeguarding ongoing business operations.

The implementation included best-practices, such as the establishment of separate business units for HCP and Employers in Pardot, synchronized with corresponding leads in Salesforce. Integration with MedPro provided real-time verification of Healthcare Provider (HCP) information within Salesforce, enhancing accuracy and compliance. This comprehensive revamp not only met GRAIL’s technical needs but also optimized their marketing and sales processes for sustained success.

The system overhaul received widespread internal adoption. The optimized workflow enabled the Marketing team to identify and qualify leads for the Sales team. Remarkably, lead qualification time was reduced by 70% due to enhanced coordination, facilitated by the creation of business units and associated campaigns.

The Sales team observed a notable improvement in pipeline quality, which could be attributed to the refined marketing process and the synchronized lead management between Pardot, Marketing Cloud, and Salesforce.

The integration of MedPro with Salesforce proved instrumental, enabling real-time qualification and verification of Healthcare Providers (HCP), and contributing to improved data accuracy and operational efficiency.