{"id":11707,"date":"2024-03-04T07:00:38","date_gmt":"2024-03-04T06:00:38","guid":{"rendered":"https:\/\/www.observatoryinternational.com\/?p=11707"},"modified":"2025-12-09T16:31:44","modified_gmt":"2025-12-09T15:31:44","slug":"how-to-achieve-clear-vision-and-direction-for-your-marketing-organisation","status":"publish","type":"post","link":"https:\/\/www.observatoryinternational.com\/en-ea\/our-insights\/how-to-achieve-clear-vision-and-direction-for-your-marketing-organisation\/","title":{"rendered":"How to achieve clear vision and direction for your marketing organisation"},"content":{"rendered":"

Anyone who\u2019s worked in the corporate world knows how difficult it can be to \u2018turn the super tanker\u2019 of a marketing organisation.\u00a0 Change can often be made incrementally but not sufficiently to keep pace with the dynamic shifts taking place in the external environment for consumers, tech and society.\u00a0 You can get caught in the \u2018cross-fire\u2019 between competing departments, even competing egos.\u00a0 And at some point some stalwart of the organisation will pipe up with \u2018oh we tried that once and it didn\u2019t work\u2019.<\/p>\n

What does it take to break-out of this stalemate and establish a clear vision and direction for your marketing organisation?<\/p>\n

In our view you need 3 things:<\/p>\n

    \n
  1. A mindset unencumbered by legacy thinking and internal politics. <\/strong>The Discovery and Diagnosis phases of our consulting methodology holds a mirror up to the organisation.\u00a0 We tell it like it is without the fear or risk of internal politics, enabling us to objectively present recommendations based on what we have seen and heard.<\/li>\n
  2. To provoke debate and showcase fresh perspectives<\/strong> that challenge the status quo. As an example, for one of our clients we took a detailed look at how they were organised and their ways of working.\u00a0Their company was at a pivotal stage, they had a clear business strategy, and they had the opportunity to establish a clear role for their brand, but their marketing operating model and resourcing was holding them back.\u00a0 Our recommendations were at times challenging and sometimes uncomfortable for the teams that were used to working in a particular way.\u00a0 Through external insight and industry perspective we were able to present compelling arguments for change, that they were able to \u2018sell-in\u2019 to their business.\u00a0 It\u2019s gratifying to know that the majority of our recommendations have been implemented and they are on their way to delivering marketing efficiency and effectiveness finally aligned to their business strategy.<\/li>\n
  3. To guide with experience and authority. <\/strong>As a team we have direct experience of working \u2019client-side\u2019 as members of marketing and communications teams.\u00a0 Frankly sometimes as a client you may feel you know what the answer to a problem is, but somehow an external voice can convey that message with more authority and credibility.\u00a0 Frustrating but true.\u00a0 Our extensive experience of working with other brands and companies, and the insights and case studies that we use to illustrate solutions mean that our recommendations are grounded in best practice and clear strategic direction \u2013 ensuring strong stakeholder engagement and buy-in.<\/li>\n<\/ol>\n

    So if you need to develop a compelling business case for change, or even the strategic insight and vision to develop your recommendations, consider bringing in a marketing management consultant to help you get there.<\/p>\n

    Profiles of our global network of consulting experts can be found here<\/a>.<\/p>\n

    \"Focused<\/p>\n","protected":false},"excerpt":{"rendered":"

    Anyone who\u2019s worked in the corporate world knows how difficult it can be to \u2018turn the super tanker\u2019 of a marketing organisation.\u00a0 Change can often be made incrementally but not sufficiently to keep pace with the dynamic shifts taking place in the external environment for consumers, tech and society.\u00a0 You can get caught in the … Continued<\/a><\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[117],"tags":[121,120,131],"class_list":["post-11707","post","type-post","status-publish","format-standard","hentry","category-blog-en-ea","tag-marketer-capabilities-en-ea","tag-observations-en-ea","tag-organisational-design-en-ea"],"acf":[],"yoast_head":"\nAchieve vision and direction for your marketing organsiation - The Observatory International<\/title>\n<meta name=\"description\" content=\"To deliver 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