The Right Operating Model for Unlocking Marketing Excellence Success

Marketing functions are undergoing significant changes, driven by the need for enhanced decision-making, complex media mix exploitation, and exceptional customer experiences. To achieve marketing excellence, organizations require the right operating model, which combines the right people, tools, processes, and leadership to drive performance to new heights.

The Importance of the Right Operating Model

A well-designed operating model is critical to marketing success. It enables organizations to make informed investment decisions, exploit the complex media mix, and deliver exceptional customer experiences. The right operating model also fosters a culture of collaboration, innovation, and continuous improvement, driving marketing excellence and business growth.

Examples of Companies that Have Successfully Implemented the Right Operating Model

Several companies have successfully implemented the right operating model to drive marketing excellence. For example:

- Unilever's Marketing Transformation: In 2017, 联合利华 , a leading consumer goods company, embarked on a major marketing transformation program to improve its customer experience, reduce costs, and increase efficiency. The program involved implementing a new operating model, which combined the right people, tools, processes, and leadership to drive marketing excellence. As a result, Unilever achieved significant cost savings, improved its customer satisfaction ratings, and increased its revenue.

- DBS Bank's Digital Marketing Strategy: In 2014, 星展银行 , a leading bank in Asia, launched a major digital marketing strategy to improve its customer experience, reduce costs, and increase efficiency. The strategy involved implementing a new operating model, which combined the right people, tools, processes, and leadership to drive digital marketing excellence. As a result, DBS Bank achieved significant cost savings, improved its customer satisfaction ratings, and increased its revenue.

Key Strategic Decisions Made by CEOs of These Organizations

The CEOs of these organizations made several key strategic decisions to drive marketing excellence through the right operating model. These decisions include:

- Establishing a Clear Vision and Strategy: CEOs recognized the importance of establishing a clear vision and strategy for the organization, including its goals, objectives, and key performance indicators.

- Investing in the Right People and Tools: CEOs understood the need to invest in the right people and tools to drive marketing excellence, including data analytics, digital marketing platforms, and marketing automation tools.

- Building a Collaborative and Innovative Culture: CEOs recognized the importance of building a collaborative and innovative culture that encourages experimentation, learning, and improvement.

Lessons Learned from Marketing Transformation Initiatives

From these examples, we can learn several valuable lessons about marketing transformation initiatives:

- The Importance of Leadership: Marketing transformation initiatives require strong leadership and a clear vision and strategy.

- The Need for Collaboration and Innovation: Marketing transformation initiatives require a collaborative and innovative culture that encourages experimentation, learning, and improvement.

- The Importance of the Right Operating Model: Marketing transformation initiatives require the right operating model, which combines the right people, tools, processes, and leadership to drive marketing excellence.

Conclusion

Marketing excellence requires the right operating model, which combines the right people, tools, processes, and leadership to drive performance to new heights. By establishing a clear vision and strategy, investing in the right people and tools, and building a collaborative and innovative culture, organizations can achieve marketing excellence and drive business growth.

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