Marketing Audit and Strategic Roadmap
Generation
Marketing and Customer Experience (CX)
Developing the marketing strategy and infrastructure to allow an education company to operate at scale.
Background
Generation is a “future of work” educational non-profit, operating in 14 countries. Generation asked C&E to audit its marketing strategy and operation globally and across their local country affiliate network given the organization’s rapid growth. Generation sought an assessment of the “as is” and concrete recommendations on how to improve their future marketing capability as they scale. Generation also needed executive marketing leadership to ensure that early recommendations could move ahead while the in-depth audit continued.
What We Did
Our first step was to understand the strategy and current marketing operation. Through in-depth interviews, competitive assessments, and review of strategy, historic campaigns, analytics, and technology, a marketing audit was completed, and recommendations were developed. Generation was scored on our proprietary marketing maturity model, and recommendations included a new marketing technology infrastructure, a global marketing structure and operating model, and new strategies at a brand-level and to advance B2B (employer) and B2C (learner) marketing aims. In addition to the audit and recommendations, C&E kicked off a marketing pilot in three countries. To support that pilot, we developed new agency planning processes, introduced new marketing technology, and built the strategic and analytic framework for the pilot.
Outcome
Our recommendations were supported by the core project team, and leadership greenlighted incremental investment, including the hiring of a new Head of Marketing. We were asked to extend our engagement to help onboard the new Head of Marketing, develop a capability map for two core marketing technology areas, and build a strategic web roadmap. In a relatively short time, Generation greatly improved its marketing understanding and capability. Further, the organization has a roadmap for future growth that everyone is rallying behind.