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Heavy Industry: Marketing Role and Responsibility
Business Issue
Our client wanted to develop its marketing function from being a reactive sales support function to playing a greater role in creating business growth.
Marketing Clinic Implementation
The company's sales funnel and clients' purchasing process were analyzed. The role of marketing in creating demand and increasing customer loyalty was defined. Marketing responsibilities were aligned with sales, R&D, communications and other related functions.
Strategic Implications and Business Results
The clarification of marketing responsibility resulted in marketing playing a key role in lead and growth generation.
Client Testimonial
When I started with Fonecta we had an unstructured and too wide portfolio of brands and marketing was lacking a clear role and mission. With the help of Marketing Clinic and internal hard work we now have a completely renovated approach. We have the strongest brand portfolio in the industry and our marketing can demonstrate results to our demanding and result oriented owners by constantly improving marketing ROI-figures
- Jukka-Pekka Vuori, Chief Marketing Officer, Fonecta
