Back to Boardroom: Transforming a marketing organisation (B-to-B)

Recognizable Challenge

Before 2007, the Marketing and Communications unit of Capgemini Netherlands had completely lost its position. The unit eroded to a “secretarial office”, servicing requests from the business, was continuously in execution mode, doing all types of ad hoc activities and events and was not taken seriously by senior management or the sales management. It resulted in an organization without a marketing and communication vision to increase our brand/market position and value.  

Program Objective

Transform the Marketing and Com;munications unit to a valuable business-focused entity empowered to lead impactful marketing programs for supporting short and long-term business goals and contributing to  our brand position/value 

Program Execution

The transition program was launched in 2008, and sourcing was the main game we played to establish a solid and mature (lean and mean) Marketing and Communications department, delivering high quality and measurable sales-aligned marketing and communications programs. We proved that it is possible (same quality, better lead-time) to offshore at least 50% of the M&C work to India, saving 75% of the related manpower costs. Today, we are proud of our achievement.

This structured transformation program was also recently recognised by ITSMA who rewarded us with a Gold Award in the "Transformation the Marketing Organization" category of the Marketing Excellence Awards 2012. For more on this, you can visit http://www.itsma.com/news/12-mea-winners/
 

Result

Today, we have a focused and mature Marketing and Communications entity, acting at a senior management level, making impact in business generation and responsible for the brand position/value. With the support of a network of specialised suppliers, our marketing services range from stakeholder analysis to customised lead generation campaigns.

From a financial perspective, we saved approx. € 2 million and made this available to programs that really impact our market position. Due to this transition, we were able to invest more, bringing extra value and extra content to the local brand and market position. In the Netherlands, we has the highest brand awareness among the ICT companies.

If you like to receive the ITSMA submission document that describes this program in detail, please contact or email:

Emiel M. Zandvliet RI:
Mobile: + 31 6 54 27 44 46
email: emiel.zandvliet@iCloud.com