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Getting to know Sam Duggan, Force24’s head of CRM

6 March 2020
by Force24

We’re as renowned for our people as we are for our tech. So, once a month, we put a member of our team in the spotlight to learn more about their role, why they’re good at it, and what their advice is for the wider world of marketing…

  1. Summarise your role in one paragraph

It’s a bit of a mix really! I look after everything marketing-related – from lead generation to email marketing, PPC to event management. A large part of my role this year will be keeping a laser-beam focus on improving ROI and engagement with all our campaigns.

  1. What’s your favourite part of the job?

Freedom. It’s great to be able to have the autonomy to be able to flex your creative marketing muscles. If you can prove value in something – and show that it works – there are no questions asked, you just crack on!

  1. Which one word would your colleagues use to describe you?


  1. And the word you think best describes Force24?


  1. Why do you personally think Force24 stands out from competitors?

Its simplicity. Having used a range of marketing tools and platforms in the past, the Force24 platform is so intuitive and you can literally build complex user journeys within minutes. This is something that’s taken a team of people weeks to deliver in previous businesses I’ve worked in.

  1. The phone rings and it’s your dream client… who would it be?

That’s tough! I’d probably have to say Wiggle – the triathlon and cycling brand. I subscribe to the retailer’s emails and really love its creative direction and clever use of customer data. Somehow, I seem to find myself on their website at least twice a day! It’s not great for the bank balance…

  1. What’s your favourite feature within Force24’s marketing automation platform?

Lead scoring. This intuitive piece of functionality takes so much of the heavy lifting away from large CRM and marketing teams – it does it all for you! There’s no need to waste time and resource spending hours writing SQL queries and segmenting data, lead scoring sorts everything.

  1. The office attracts quite a lot of attention from visitors. What’s the best bit?

Obviously, the coffee machine. There’s nothing like a barista-grade brew first thing in the morning to get you going. Without it, I’m not sure I’d be able to do my job as effectively!


  1. What is the biggest challenge facing the marketing industry over the next 12 months?

Engagement and lead generation is a constant battle. Finding new and innovative ways to serve content to the right customers, at the right time via the right channel, is the holy grail. Email inbox providers are constantly changing the rules so it’s important to keep abreast of your email deliverability and act accordingly.

  1. And your top marketing hack?

Not technically a hack, but I don’t think enough businesses utilise customer data to refine and enhance campaigns – data really is king.



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