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CASE STUDY
Financial Services
| Accelerate Martech capability adoption
1. CONTEXT
This is a large multi brand banking and insurance business with over 7 million customers and 100+ people across Brand, Marketing, and Digital delivery.
Ambitious growth and performance goals result in significant investments across martech capability and strategic partnerships. However, despite strong leader alignment, scaled adoption remains patchy, lagging expectation.
Future first capability must be adopted at scale in time to have an impact on strategic goals. A practical way needs to be found to ensure operational and mindset changes are addressed beyond technical implementation.
2. ASK
Work with the digital capability and transformation team to develop a plan for accelerating capability adoption across brand, marketing, and digital teams.
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Investigate the operational realities, dependencies, and requirements of adopting teams.
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Develop an adoption framework for accelerating transformational capability outcomes. Guide and support its deployment and adaptation.
3. OUTCOME
Key impediments to adoption amongst execution teams have been identified, refocusing management attention, and an adoption framework has been developed and trialed with teams ahead of broader deployment.
Through this engagement the following lessons are learned:
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Scaled adoption demands more than a successful implementation, launch presentation, and lunch-&-learn.
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Treat internal adopters as you would a customer; put yourself in their shoes, be creative and persistent to capture their attention.
Lapsed time 6 months
If you're ready to scale your marketing, let's talk:
+61 (0)406 998 393
Sydney, Australia
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