Improving Marketing Performance

Overview

The software division of a large Fortune 500 company was concerned that the performance of its marketing function was not as effective as it could be given the opportunities afforded by the breadth of its product portfolios.  Successes had been achieved in specific sectors with specialist products and the company wanted to understand how it could expand these efforts across the EMEA region.

Client Need

Declare was asked to review the organisational structure and performance of Marketing, Product Marketing, Product Management and Communications across the EMEA region in order to determine how to increase the return on marketing investment as well as improve marketing processes and productivity.

Key objectives included:

  • Reduce annual marketing spend and operating costs whilst increasing marketing performance
  • Align marketing to sales process to improve marketing ROI
  • Develop and implement Go-to-Market planning process
  • Define & align corporate positioning & messaging to market needs
  • Re-energise the marketing organisation

In the absence of a mature global marketing organisation the plan was to transform marketing in EMEA and then reverse engineer this model, together with its underlying processes and practices, on a global basis.

Declare’s Role

Throughout the assignment, Declare worked extremely closely with the company’s leadership teams in both EMEA and at corporate HQ in the US.

Key elements included:

  • Review & assessment of the Marketing, Product Marketing, Product Management, Field Marketing and Communications functions, processes, metrics and performance
  • Review & assessment of specific country needs with Country Managers and sales teams
  • 1:1 reviews with customers, partners as well as incumbent marketing suppliers and agencies
Specific Focus Areas
  • Established new marketing organisation structure & objectives accountable for driving sales across products, industry sectors, and geographies.  Functions included Corporate Marketing, Product Marketing and Management, PR & External Communications, Industry Marketing, Partner Marketing and Digital Marketing (Demand Centre)
  • Implementation of Go-to-Market plans, product launch plans,  marketing planning, budget planning and marketing process
  • Consolidation of marketing suppliers across Europe
  • Re-balanced marketing mix, introduction of online and social media techniques
  • Revamped corporate identity, positioning and messaging based upon market segmentation, business drivers, customer needs, buyer behaviours
  • Coached and trained the marketing teams to adopt industry best practices
  • Closed loop product management and product marketing leading to rationalisation of product portfolios
  • Re-energised PR, analyst relations and external communications strategy underpinned by customer reference programme
  • New, automated global lead management, scoring and nurturing programme
  • Re-launched the company in key market segments in the UK, Germany and France
  • New budget allocation, management & reporting process aligned to financial management systems
Client Benefits

By transforming the marketing organisation and aligning it more closely to both sales and R&D our client benefited from the following:

  • 30% increase in profit contribution
  • 22% increase in qualified leads
  • 43% reduction in marketing spend; 18% reduction in marketing operating costs
  • 25% increase in customer satisfaction rates
  • Best practices adopted for campaign management, lead management, GTM planning
  • Standard systems & tools implemented globally
  • Discipline afforded by Go-to-Market planning enabled identification of new market opportunities

Client Profile

Software division of a large Fortune 500 company

Business Needs

Increase the return on marketing investment as well as improve marketing processes and productivity

Outcome

  • 30% increase in profit contribution
  • 22% increase in qualified leads
  • 43% reduction in marketing spend; 18% reduction in marketing operating costs
  • 25% increase in customer satisfaction rates
  • Best practices adopted for campaign management, lead management, GTM planning
  • Standard systems & tools implemented globally
  • Discipline afforded by Go-to-Market planning enabled identification of new market opportunities

Work Areas

  • Improve marketing performance
  • Reduce marketing operating costs
  • Align marketing to sales process
  • Establish Go-to-Market planning discipline
  • Define & align corporate positioning to customer needs
  • Re-energise the marketing organisation
We are proud to include the world’s leading technology vendors in our client portfolio. Feel free to contact us to discuss our work in more detail or to determine how we may be of help to you and your company.
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