Getting agreement on growth priorities
Global multi-brand hotel group
Challenge
To agree growth and investment priorities among brand, sales and marketing leadership. And to get everyone engaged in and committed to global team success - including brands and regions that would receive smaller budgets at the expense of others.
Luminous at work
- Developed and facilitated a two-day work session for the Chief Marketing Officer to engage and align brand, sales and marketing leadership teams around customer and business priorities
- Interviewed all participants to understand their challenges and opportunities, and to identify key commonalities and differences
- Worked with the Chief Marketing Officer to develop a framework for connecting marketing and sales thinking with customer strategies and business goals
Results
- Brand, sales and marketing leadership came to a shared understanding of the situation, priority customers and key drivers of performance
- Agreed marketing priorities with associated initiatives and programs for the planning period
- Resolved conflicting views about growth opportunities and addressed concerns about under-investment in non-priority areas
- Developed stronger relationships among brand, sales and marketing leadership, and greater willingness to work together to achieve shared goals