Strengthening commercial capability and confidence

Global financial services company

 
 

Challenge

To improve the impact of marketing on customer and commercial objectives.  The challenge was to build marketers’ competence and confidence. Specifically, their approach to building business cases for customer initiatives that demonstrated impact on business performance.


Luminous at work

  • Created an approach for building commercial cases for customer impact and marketing investment, including articulating assumptions, building evidence, identifying risks and alternatives, and measuring effectiveness
     

  • Established tools and templates for business case development, ongoing tracking, data collection and course correcting
     

  • Developed a skill-building program and practice case to demonstrate this approach to marketing leaders
     

  • Piloted a one-day workshop with senior marketers and rolled it out internationally


Results

  • Business cases clearly integrate customer objectives and robustly substantiate the benefits of marketing investment
     

  • More resources are set aside for testing marketing programs and measuring their effectiveness relative to customer objectives
     

  • Marketers more actively track the performance of their activities with customers, and are building an internal knowledge base to systematically share those learnings
     

  • Marketing teams can confidently explain to non-marketing colleagues how their programs and activities will impact customers and help drive business performance


Given the challenging subject matter, we didn’t expect the levels of engagement and participation achieved.  Thank you for your brilliant facilitation.
— Director of Marketing Capability