CASE STUDY Situation – How to improve marketing operations efficiency while cutting cost For two decades, the marketing operations group performed at best-in-class levels of efficiency and effectiveness. Now markets were changing. New competitors were emerging. Mass-market campaigns were less effective. Customers favored new channels and media formats. The business lines required more campaigns, targeting narrower market segments—in less time. Campaign complexity increased. A hiring freeze was on. Marketing operations had to adopt lean marketing management and become more flexible. To achieve the needed gain in knowledge worker productivity, business process standardization turned marketing operations into a “Knowledge Work Factory.” Client Description, Project Scope, Objectives

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