Background
Our client, a telecommunications firm, felt that its marketing was not keeping pace with a rapidly evolving industry.

Executives asked us to help restructure its marketing and sales organization to improve effectiveness.

Analysis and Teamwork
Our team designed a new marketing organization in which a combination of product and segment managers would drive sales. The new organization was then integrated with a revamped brand strategy and a new brand management process to ensure that all marketing activities contributed to building the umbrella brand’s equity.

The team also split the historically “one-size-fits-all” sales organization into account management-based selling teams and a Web/telesales organization for handling smaller accounts.

Results
Our team worked intensively with management to design this model, identify partners for implementation, and establish job descriptions and hiring specifications. We also identified a success matrix, both for the overall organization and for key marketing and sales positions.