A B2B funnel the bank can manage
Product Owner, CRM & B2B Marketing Analytics, MAIB Bank, Chisinau (remote from Oslo), Nov 2022 to Dec 2023
Context
MAIB is Moldova's largest commercial bank. It had no unified view of the customer journey, from marketing spend to sales conversion.
What I did
- Owned the Lead module within the CRM platform.
- Led a cross-functional team of 5 with full agile delivery.
- With the team, designed the end-to-end B2B funnel from marketing spend to sales conversion and recorded the reason for drop-off at each stage.
- Built the funnel logic and the data collection layer that fed a unified model and a dashboard.
Result
- The first unified customer journey tracking at the bank.
- The funnel became manageable: the team could see where B2B customers dropped out and why.