{"id":1207,"date":"2024-07-05T17:18:40","date_gmt":"2024-07-05T17:18:40","guid":{"rendered":"https:\/\/www.external-cmo.de\/?p=1207"},"modified":"2025-02-18T09:56:35","modified_gmt":"2025-02-18T09:56:35","slug":"restructuring-marketing-department","status":"publish","type":"post","link":"https:\/\/www.external-cmo.de\/en\/restructuring-marketing-department\/","title":{"rendered":"Restructuring of a marketing department"},"content":{"rendered":"
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> 10,000 employees | 2023-2024<\/strong>
Position: Head of Marketing (Interim Mandate)<\/p>\n\n\n\n

Po<\/p>\n\n\n

Key words: <\/span>- project report -<\/a> | <\/span>Reorganization<\/a> | <\/span>Customer journey<\/a> | <\/span>Leadership<\/a> | <\/span>Marketing strategy<\/a><\/div><\/div>\n<\/div>\n\n\n\n

A globally renowned company in the industrial sector restructured its business units without adapting its marketing. The result was a massive overload in the marketing department.<\/p>\n\n\n\n

Initial situation<\/h3>\n\n\n\n

The department was struggling with a far too high number of campaign projects that were specified by product management. A significant proportion of projects could not be accepted. The bottleneck was exacerbated dramatically by a very high sickness rate, burnout cases, high staff turnover and unfilled positions. <\/p>\n\n\n\n

Measures and results<\/h3>\n\n\n\n
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  • Analysis of the structural and process organization in marketing and derivation of organizational changes and measures.<\/li>\n\n\n\n
  • Stabilization of the team situation through people-oriented leadership with trust, integrity and delegation of authority. <\/li>\n\n\n\n
  • Elimination of rigid rules and processes and delegation of decision-making powers <\/li>\n\n\n\n
  • Introduction of product marketing in all business units by establishing globally responsible marketing managers in the individual business units.<\/li>\n\n\n\n
  • Development of global marketing strategies and tactical marketing plans for the individual business units.<\/li>\n\n\n\n
  • Introduction of a marketing strategy for global wholesale and digital marketplaces<\/li>\n\n\n\n
  • Introduction of a sales-oriented field marketing team for a key market region to develop and implement an individual marketing strategy including all sales channels in this region.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n

    Result<\/h3>\n\n\n\n

    <\/p>\n\n\n\n

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    • Marketing activities were reduced but focused on the markets and customers of the respective business units, resulting in improved campaigns, KPIs and, in some cases, demonstrable increases in sales.<\/li>\n\n\n\n
    • The global marketing strategy, embedded in the strategy of the business divisions, allows long-term development of products and positioning for the first time.<\/li>\n\n\n\n
    • The successful support of wholesalers with their own marketing strategy can be demonstrated by concrete increases in sales for individual partners.<\/li>\n\n\n\n
    • Increased motivation<\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"

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