Global marketing organisation redesigned — from value proposition and strategic target picture to future operating model and transition roadmap

The project was initiated to reposition Groz-Beckert’s global marketing organisation in light of changing conditions in its core markets and the related realignment of the company.

The first step was an analysis of market and customer needs and a review of the existing marketing structure. On this basis, a new value proposition for global marketing and a target picture clearly aligned with the corporate strategy were developed in workshops.

In addition, quantitative goals for 2025 were defined to steer the annual planning and the reorganisation of the function.

Based on the newly defined value proposition and the revised goal system, a clear, non-overlapping portfolio for global and local marketing was developed. On this basis, a future-oriented target operating model was created that, among other things, establishes new, more efficient processes for collaboration with the local units — with a focus on smooth and effective operation of the newly structured organisation.

The resulting measures were translated into concrete, actionable work steps and anchored in a carefully aligned roadmap together with all relevant departments.

In the final step, the core processes were specified in detail using the RASCI scheme, defining responsibilities, requirements, competencies, reporting lines and the distribution of tasks for both global and local marketing.

In addition, the added value for management and for internal communication was defined, and a transition plan was developed.

The results were presented in a final workshop and handed over to the client.