Duravant: One Marketo Platform for Global Machinery Leaders

Global Marketing Automation Consolidation

The project involved a massive marketing automation platform migration for nearly 20 operating companies under the Duravant group, located across North America and EMEA. The goal was to consolidate diverse processes into a single Adobe Marketo instance to enable cross-selling and a unified customer view.

The Team

I led a team of 8 consultants located across the globe:

  • Solution Architect located in the US
  • The team of set up and configure the platform spread across Canada, UK and Romania
  • Client side involved the marketing representatives from each operating company together with the headquarter IT

Core Challenges

The Consolidation

With nearly 20 operating companies, each had its own legacy requirements and disparate marketing processes. I led the effort to consolidate these "as-is" processes into a single global blueprint. This required balancing regional autonomy with a standardized platform solution that allowed operating companies to finally leverage cross-selling opportunities.

The Hard Deadline

The project faced a high-stakes "cliff" due to existing legacy platform subscriptions ending on a fixed date. To avoid business interruption, I facilitated prompt decision-making and implemented a rigorous risk-tracking framework. We successfully rolled out the new Marketo solution globally with zero downtime, meeting the hard deadline.

Tech Stack

Adobe Marketo
GDPR & CASL Compliance

Results

  • Consolidation: Migrated ~20 operating companies into 1 single global platform.
  • Efficiency: Unified lead management process across North America and EMEA.
  • Compliance: 100% adherence to GDPR and CASL standards for all regional campaigns.

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