Our client had recently gone through a restructure in marketing and was looking to develop an industrial strength, repeatable marketing process that was efficient and effective. One of the key challenges was to streamline the process for the numerous stakeholders involved. Stakeholders included marketing execution, product, segment, analytics, lead agencies and various specialist agencies. Any new process had to clearly define the roles and responsibilities of each stakeholder through each step of the marketing value chain. The client also wanted to leverage its existing investment in a marketing resource management tool to promote transparency and address issues around compliance and re-use.

The organisation did not have any documentation around how campaigns were managed today. The first step was to conduct a set of stakeholder interviews to uncover key steps and issues. Through analysis, a set of hypothesis were developed for the key pain points and possible solutions, and were used as the basis for preparing a CEC accelerated workshop.

The workshop consisted of representatives from all the key stakeholder groups, and challenged participants to focus on reaching consensus on some of the “high value” steps in the process that were seen as unproductive and contentious. Once the high level process was conceptually agreed by all participants, cross-sections of stakeholders were teamed up to develop defined roles and responsibilities across each step of the marketing value chain.

The team then developed and configured changes to the marketing resource management tool, and then ran a pilot of the new process using a real life campaign. The pilot allowed the team to test and refine the new process before rolling out across the wider group.

An efficient and effective end-to-end marketing process, enabled through the use of a marketing resource management tool. The process removed non-value adding steps and had clearly defined inputs/outputs and roles/responsibities across the marketing value chain, with a set of measurable KPIs across the process to measure and monitor success.