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90 Days that Changed the World of Marketing for a Major Technology Player

Customer and market strategy in the technology sector

Abstract

An industry-leading technology company faced a host of marketing-related challenges. Brand messaging was inconsistent and diluted and failed to create maximum relevance and differentiation in the minds of customers. Customer experience scores were significantly lagging behind competitors and high awareness scores were not translating into purchasing consideration.

The Challenge

Internally, the marketing environment was equally challenging. Marketing was highly decentralized and business units worked very independently. As such, marketing and sales activities were often uncoordinated rather than part of a company-wide, integrated go-to-market effort. This lack of alignment led to inconsistent messaging, inefficient resource allocation and redundant marketing communication efforts.

How We Helped

Deloitte helped our client shape and execute a 90-day plan to align all global marketing communications efforts as a corporation around the company’s brand. The effort generated greater integration, efficiency and effectiveness across all marketing deliverables as well as produced significant cost improvements. The scope included:

  • Messaging and positioning across most every customer touch point
  • Look and feel for consistency, clarity, coherence and predictability
  • All marketing vendors and the comprehensive marketing value chain
  • Marketing planning, budgeting and resource management
  • Processes and tools

Solution

The project resulted in over $100 million in annual cost savings, which were captured within the first year. Additionally, the thousands of marketing vendors across the globe were reduced by more than half. Roles, responsibilities and resource allocation processes were standardized across the company. And, shortly thereafter, company brand and customer experience scores began to improve.

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