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Best Practices in Marketing Governance

Linksbridge helped a global software company identify best practices in marketing governance among its large competitors and use differences to advocate internally for changes to its marketing strategy, the marketing organization, and annual budget-setting process. Understanding how competitors structured their marketing efforts required obvious trips to annual reports, investor information, and marketing conference speeches – but also some creative thinking, including Internet shopping, browsing in retail stores, and searching LinkedIn and other public sources for current and advertised job levels. Results showed our client was lacking in addressing clear customer segments, flexible in-year responses to market changes, streamlined governance processes, and value-for-money from marketing spend. We were proud to play a part in stimulating changes in thinking that contributed to the launch one year later of a major marketing organization transformation effort that is seeing disparate marketing groups brought together into one team with responsibility for strategy and accountability for results.