Realigned marketing objectives with the overall business strategy

The Challenge: A new CEO seeking to realign the marketing function with planning, tracking, and measurement tools around a single set of metrics tied to new business strategy.

The Solution:

• Worked with senior decision makers in sales, finance, operations, and product functions to create a strategy map, which led to the clear definition of the role of marketing and its critical responsibilities.
• Critical responsibilities were translated into key metrics to support integrated marketing planning and performance management.
• Designed processes for metric data collection, processing, presentation and insight development, including the creation of a marketing dashboard using data visualization software.

The Result: Unification of corporate and regional marketing teams around a single set of metrics tied to an agreed role of marketing and business strategy…performance-driven marketing operations…insight-driven decision-making and efficient resource allocation.

The Challenge: The contributions of the marketing function were limited to creating marketing communication tools to assist sales force with direct and indirect sales, while being perceived as a cost center rather than a value creation center.

The Solution:

• Restructured the marketing function, created a marketing infrastructure grounded in information technology, and recruited appropriate skills sets to embrace new functions such as customer analytics, market research, new business evaluation, and marketing metrics.
• Developed a close alliance with the IT and Finance groups to develop and document the procedures and processes for handling customer data and P&L analysis.
• Defined benchmark, short-term, and long-term metrics to analyze results generated from marketing initiatives.

The Result: Marketing organization grew into one that understands the “voice of the customer” contributing strategically to the growth agenda…incorporated P&L mindset into every marketing decision… marketing accountability instituted… earned credibility and trust across organization.

The Challenge: As a result of a series of mergers and acquisitions, company’s key marketing intelligence concerning distribution partners and end-users was severely compromised, limiting the ability to execute targeted, personalized, trigger-based marketing campaigns.

The Solution:

• Conceptualized the architecture of a single definitive marketing database that consolidated data stored across multiple systems and information sources.
• Implemented data acquisition campaigns.
• Defined business rules and processes to ensure data quality and integrity.

The Result: A single view of the customer that enabled planning and analysis of targeted marketing campaigns…utilized customer insights gathered to drive strategy discussions…decreased the level of the dependency the company had on its distribution channel partners to effectively interact with its customers and the marketplace…reduced the overall cost of marketing campaigns and relevant metrics such as cost per lead.