A transformational journey Case study: Atos b2bmarketing.netCase study: Atos The marketing challenge Global success is not always the whole story. In 2014, internal research by newly appointed Atos marketing director (UK&I) Cat Howard, revealed some major challenges for the marketing team. The feedback Cat collected painted a picture common to so many successful B2B organisations: the marketing team were perceived internally as needing to be more proactive, aligned to the business and more visible to senior stakeholders. There were some clear steps that needed to be taken in order to change that perception. Restructuring and upskilling the marketing team was a priority , alongside creating a strategic marketing function that was business goal aligned, and building up team mo

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