CASE STUDY.
GLOBAL MARKETING TRANSFORMATION.
Our client company, a global leader in workforce solutions, embarked on a comprehensive global transformation initiative to streamline its marketing efforts. Previously, marketing activities were carried out as siloed operations within individual countries, with over 480 marketing colleagues executing local and global marketing activities via customized processes, technology, and suppliers. This led to compromised brand consistency, duplicated tools, and ineffective resource utilization.
Objectives
Cost Savings: Achieve millions in cost savings through streamlined operations across people, suppliers, and technologies.
Brand Consistency: Improve brand consistency across the global organization.
Efficiency: Enhance shared efficiency and speed to market.
Best Practices: Facilitate the sharing of best practices and repurpose high-performing campaigns.
Challenges
Siloed Operations: Marketing efforts were decentralized, leading to inefficiencies and inconsistent branding.
Resource Duplication: Tools and processes were duplicated across regions, resulting in wasted resources.
Complex Technology Landscape: The use of varied technologies hindered effective collaboration and communication.
Limited Access to Technology: Smaller countries lacked access to advanced marketing tools due to budget constraints.
SOLUTIONS
Implementation of Shared Service Centers:
To address these challenges, we helped the company establish two Marketing Operations Shared Service Centers in Europe and The Americas. APAC was planned for a later date to benefit from the best practices established in Prague and Mexico City. These centers were strategically positioned to effectively service the global time zones.
Adoption of Industry-Leading Technologies:
Workfront: Selected as the project management tool to enhance global communication and asset sharing.
Marketing Automation Tools: Salesforce Marketing Cloud and other technologies were Introduced to streamline processes and reduce manual efforts
Decommissioning of Duplicate Tools: Resulted in significant cost savings and improved efficiency.
Headcount Reduction and Redeployment:
By introducing collaborative processes, the global marketing team was reduced by 15% over three years. Some colleagues were redeployed to other business areas or moved into the shared service centers as part of a Center of Excellence supporting local countries with best marketing practices.
Standardized Processes and Governance:
Governance & Approvals: Implemented structured governance and approvals processes.
Service Level Agreements (SLAs): Enhanced SLA performance.
Resource Management: Improved resource management with better visibility of average handling time (AHT) and dormant activities.
Cost Savings:
Millions Saved: Achieved significant cost savings through streamlined operations and the decommissioning of duplicate tools.
Group Purchase Power: Leveraged combined group purchase power to procure the best technology at reduced costs.
Improved Brand Consistency:
Quality Assets: The shared service centers provided consistent, quality marketing assets globally.
Brand Integrity: Maintained brand integrity across all regions.
Efficiency and Speed to Market:
Reduced Administrative Efforts: Hours of marketing time saved by automating requests for sales materials.
Process Improvements: Direct link to a single European asset production supplier enhanced process efficiency and cost savings.
Improved Quality: NPS scores of 62+ while delivering over 1,400 tasks monthly.
Increased Marketing Maturity:
Access to Advanced Tools: Smaller countries gained access to sophisticated marketing tools.
Best Practice Sharing: Enabled the sharing of high-performing campaigns and best practices.
Enhanced Decision-Making:
Visibility and Insights: Improved visibility into marketing activities allowed for more informed decision-making and optimized budget allocation.
Conclusion
This global transformation initiative has not only resulted in significant cost savings but also driven a more structured and efficient marketing operation. By centralizing processes, adopting industry-leading technologies, and enhancing collaboration, the company achieved improved brand consistency, operational efficiency, and marketing maturity across all regions. This initiative has positioned the company to better serve its global markets and accelerate its marketing efforts, ultimately driving greater revenue and growth.