The company’s marketing organization stretches across 11 strategic business units (SBUs) and a corporate marketing team. Each SBU enjoyed independent decision making authority when it came to marketing, but an increasing level of digital demand required taking a hard look at priorities across the whole organization, and understanding the resources and structure required to deliver against them. Sparkr was engaged to do both, and help better understand how they needed evolve to connect with an increasingly digital customer experience and power the company’s growth, while still maintaining the relationships on which the business was built.

SPARKR began by running 50 internal discovery interviews with the company’s executives to help answer questions such as:

What were they already doing in the digital marketing space?

What were the business units trying to achieve? What were their customer’s digital needs?

Where did the organization see digital marketing opportunity?

What capabilities did they need to grow?