Setting key growth priorities with a global commercial leadership team
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
Identified targeted customer and brand growth priorities based on existing market and business performance data
Interviewed all participants to understand their challenges and opportunities, and to identify key commonalities and differences
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
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