A shared anchor for change
The agreed purpose connected the new structure and revised ways of working to the contribution marketing needed to make.
Insurance / Bringing marketing teams together
Giving a new central marketing function a clear purpose
Separate product marketing teams had been brought into one central function. That created an opportunity to revisit marketing’s role and define the structure and capability needed to fulfil its new purpose.
The starting point and the response
- 01Separate product teams
- 02A shared marketing purpose
- 03Agreed recommendations
- 04Defined projects
Stronger impact and performance
The changes improved marketing’s impact within the business and its performance against business measures.
A route into action
The project briefs made the next work and its dependencies explicit after the recommendations were agreed.
What we did
We explored business ambitions and the potential contribution of the new function, drawing on discussions with business leaders, marketing and specialists. We assessed the capability needed across people, processes, data, insight, digital and delivery. Once the recommendations were agreed, we translated them into project briefs, setting out the work and dependencies needed to move forward.
The useful lesson
Start with the contribution the new function should make. Then define the structure, skills and ways of working around that purpose.
This is one selected assignment. We can discuss further relevant experience and the themes and outputs we are able to share.
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