One of our experienced part-time marketing directors helped shape this technology firms marketing function, building a future proof marketing team, as well as achieving a rise in revenue contribution.
A mid-sized technology firm needed to modernise its marketing function to meet the aggressive growth needs of the business.
The mission was to build a marketing team fit for the future. This included functional re-design, upskilling, and tooling to deliver stakeholder requirements and accelerate growth.
What Our Director Did
Our marketing director built a 3-year marketing strategy defining the team’s marketing function transformation roadmap. They built regional brand positioning and thought leadership programs, introduced new functions within the marketing team, such as client engagement, vertical marketing and account-based marketing, and revised the tooling and skills requirements for the new structure, dovetailing in-house re-skilling with outsourced support and tooling investments.
To execute the plan, they implemented digital marketing and campaign automation tools to produce an end-to-end customer journey, created a team people strategy with career paths and created a team governance hierarchy to measure success.
- Achieved overall revenue contribution of 5% in year 1, rising to 6% in year 2
- 30% increase in sales accepted leads and 23% repeat visitors to the website
- 2* workplace engagement score
- Share of voice reached no.3 globally, using only a third of our competitor’s budget