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Over the years, the technology company had adopted a decentralized approach for many functional areas, including marketing. While this approach had served the company well, expanding the business called for tighter control of marketing operations. To improve the performance of its global marketing organization, the company decided to integrate key aspects of its planning, budgeting and measurement processes. The company's decision to transform its marketing operations was supported by Accenture's ongoing High Performance Business research initiative. Accenture deployed a team of resources skilled program management, Customer Relationship Management (CRM), marketing, change management and technology to help the company develop roadmap for improved marketing spend and resource productivity.
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