Marketing transformation at Vandersanden: sales and marketing aligned across 10+ countries
In Vandersanden's marketing transformation we put marketers back in the driver's seat: from audience to report, without waiting for IT. Built on co-creation and enablement, with internal autonomy as the goal.
Vandersanden is a leading Belgian building materials manufacturer active across more than 10 European countries. The company is known for its innovative and sustainable product portfolio, including CO₂ negative solutions such as Pirrouet®, and is undergoing a broader digital transformation to strengthen customer experience and commercial effectiveness.
Vandersanden · Bricks, pavers & facade systems · 10+ European countries
"A new platform was the starting point, not the goal."
Vandersanden was in the middle of a digital transformation, moving away from Selligent towards a more integrated and scalable Salesforce ecosystem. The goal was a true 360° customer view and more data-driven marketing and sales alignment across multiple countries. Today we follow up with maturity audits, a roadmap and quarterly reviews.
Does this sound familiar?
- •Strengthening customer experience and commercial effectiveness.
- •Moving from Selligent to Account Engagement without disrupting running campaigns.
- •Creating one 360° customer view across more than ten countries.
- •Improving lead management and marketing and sales alignment.
- •Enabling the internal team to work independently, without dependency on external support.
What we did.
Migration & integration
Successful migration from Selligent to Marketing Cloud Account Engagement, integrated with Sales Cloud and Service Cloud. Critical marketing assets were migrated at scale, without data loss or operational disruption.
Co-creation & enablement
Joint strategy workshops, hands-on migration and campaign rebuilds, and structured training programmes that let the internal team migrate assets themselves. Hypercare through weekly Q&A sessions ensured adoption and stability.
Building data-driven on top
Automated lead qualification and preference management, a CSAT framework and launch support for the international CO₂ negative Pirrouet® campaign. Followed up with maturity audits, roadmap definition and quarterly value creation reviews.
What it delivered.
More than ten countries work on one scalable marketing platform, run by marketing itself. The migration happened without data loss or disruption, and the team now keeps evolving the platform independently.
Make campaigns and reporting independent and scalable.
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