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A global technology business wanted to put in place an efficient, next-generation, marketing function, capable of meeting demand and driving strategic growth. A new operating model, which included AI dynamic planning, was designed and operationalized.

The business had a complex matrix structure of country business units and product lines and had centralized its marketing function as part of its next phase of growth.

We worked closely with the CMO and leadership team to identify what ‘good looks like’ and set the new operating model design principles. This looked at pragmatic and future-proof capability sets; structure, responsibilities, accountability and decision-making; robust processes facilitated by co-ordinated teams; a roadmap for change across the business (500 FTE marketing staff plus other stakeholders) to sell in and manage the change; identifying gaps and prioritizing rollout.

The result was the creation of an efficient, state-of-the-art, marketing function.

Summary of work

  • Future operating model
  • Design principles
  • Martech and data model
  • Governance