A disruptive subsidiary of a B2B logistics business wanted to turn a reactive traditional marketing function into the engine for future growth. The vision was to digitalise the customer onboarding journey and ensure that 50% of new business came from marketing rather than sales. We partnered with them to design the strategy and make the case for change to the C-suite.
We worked alongside the leadership team to flesh out the vision to make the case for change. This included aligning marketing to business objectives; designing the future marketing operating model; detailing the capability requirements, e.g. performance marketing and marketing automation; and building the roadmap for the future.
The case for change included the business case for investment in capability and roadmap to deliver.
Summary of work
- Marketing strategy
- Capability requirements
- Future operating model
- Case for change