Case Study: A Unifying Identity After Years Of Change
CLIENT: CMO of a $1B Software Company
SITUATION:
- With multiple leaders over three years of change, the marketing function was fractured as the company made a sharp strategic shift to new fast-growth markets
- Lack of content creation process clarity and role clarity were major symptoms of a misaligned organization. Challenges were exacerbated by the fact that the marketing leadership reported into different functions
- A huge opportunity existed to mobilize the marketing function and re-define the brand to accelerate execution in new markets
OUR ROLE:
- Brought together the immediate leadership team to understand and drive commitment to address major pain points identified by leaders
- Collectively decided and drove closure on process, roles, and collaboration rules for major content creation deliverables, ensuring input and buy-in from all three functions
- Aligned the broader marketing team around role clarity, values, dashboard, and vision
RESULTS:
- Process and role clarity for fifteen major content creation deliverables
- Initial roll-out of first-ever dashboard with unifying metrics across three interdependent divisions
- Strengthened relationships, trust, and collaboration across broader marketing team