CASE STUDY

Evolving the Role of Marketing to Drive Growth (and More Growth)

 

Situation: Our client, a global $40 billion chemical company, needed to establish a new approach to marketing in one of its business units: from product-focused to growth-oriented and customer-facing. This particular unit was responsible for 50% of our client’s revenue and 80% of its profits. It had maintained profitability and achieved modest growth from a number of internal measures, but had not been able to identify or capitalize on opportunities for above-market growth. The business unit needed a blueprint for upgrading its marketing discipline and skills to enable successful execution against growth initiatives—and they knew they couldn’t do it themselves.

Core Strategy Group’s Approach: The client turned to Core Strategy Group for help in revolutionizing the unit’s marketing. Specifically, we were asked to embed a customer-focused approach and marketing discipline in the business unit quickly in order to accelerate its growth strategy.  To create the needed blueprint, we first defined “The Marketing Value Chain,” which outlined the “work that marketing must do”—a substantial expansion of their current activities—as well as the primary tasks the client needed to undertake to drive growth. The project defined success for the client across three-phases to drive marketing competency into this diverse, global organization: understanding of current skills and limitations, future requirements and the transitional work required to achieve the future requirements.

Results: Our client’s culture was transformed, far beyond the one business unit we had been hired to support. We created a “Marketing Value Chain” specific to this client that has unified its approach to marketing and serves as the primary framework for how to drive growth. Additionally, our work led to: the highly decentralized marketing organization being overhauled; a Vice President, Marketing being appointed to provide central support and best practices sharing across business units; priority business units hiring global marketing directors to lead growth efforts; organizational restructuring to ensure more separation of product management from marketing; and, increased funding allocated to marketing and growth initiatives.

The Core Strategy Group Difference: The problem that most companies face is that while markets have changed fundamentally, the practice of marketing has barely changed at all. Core Strategy Group combines traditional business focused marketing discipline with the aggressiveness and drive of an insurgent strategic model. It is a model built for clarity, speed and impact. This is the new model for companies who are serious about improving their market performance, revenues, share and return on marketing investment. It provides the most effective way for any organization to compete—and win.