MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Marketing leadership

WINNER Symantec

In 2009, the Europe, Middle East and African marketing function of software company Symantec was merely supportive of the sales function, implementing activities on its behalf.

The firm realised that this needed to change and that it had to become more marketing-focused.

In order to do so, it had to reinvent the marketing function as a more powerful and credible voice.

This philosophy was enshrined in the Road to Revenue, an approach that was rolled out to 92 staff in 22 countries. The aim of the initiative was to equip marketers to plan more confidently by becoming data-driven rather than opinion-led.

A marketing dashboard was introduced showing data that was the basis of marketing decision-making. This enabled marketers to more accurately predict return on investment and conversion rates.

As well as the data, marketing staff were offered personalised training on how to use the information to make decisions and stand by them. Marketers' confidence increased in dealings with sales because they were able to demonstrate that their tactics were delivering gains.

At the start of the programme, targets were set on the contribution of marketing to sales. These have been comfortably exceeded and have allowed Symantec to be more ambitious about future targets.

Overall, the role of marketing in the firm has been transformed, to the extent that operations in Asia Pacific and Japan are looking to adopt the approach.

Judges were unanimous in their praise and agreed it was the clear winner. 'This programme changed the way that marketing is viewed throughout the organisation. It shifted the organisation to be customer-led,' they said.



Paper goods giant Kimberly-Clark was experiencing a fragmented approach to marketing with different strategies and tools creating duplication, overlap and confusion.

It set up a series of marketing universities to create a 'KC way of marketing'. Its aim was 'to sell more stuff, to more people, for more money, more often'.

Starting in 2009, the two-and-a-half day events have delivered 800 days of training in Europe at Kimberly-Clark's very own Global Marketing University, through a combination of seminars, case studies, exercises, and new tools and processes.

As well as garnering great feedback, there were concrete business results. The Kleenex and Andrex brands were reinvigorated with new category strategies delivering higher market share. Innovation has also lifted sales of DryNites, Little Swimmers and Pull Ups.


  • RadioCentre


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Ex-Thomas Cook marketer Mike Hoban resurfaces at Morrisons
Barbour creates real-time illustrations of consumers' stories for summer campaign
Viral review: Samsung goes for Apple’s jugular but fails to connect
View from Brazil: why we didn't believe we could lose the World Cup
Heineken unveils ‘Open Your City’ drive with Metro for ‘men of the world’
Unilever continues portfolio 'reshaping' with Slim-Fast sale
Amazon to fight US authorities over in-app purchase claims
Google set to invest $100m in Europe's tech start-ups
Metcalfe's set to release quirky debut TV ad
Samsung pities the iPhone 'wall huggers'
Smirnoff campaign aims to make Formula One less elitist
Apple wins EU battle to register store layout as trademark
Marketing directors need to step outside 'marketing box' to earn seat on the board
Hottest virals: Burger King’s emotional gay pride Whopper ad, plus Apple and Guinness
Developer creates software enabling Google Glass mind-control
Kick-ass girl beats up shopping centre staff in music video
Top 10 ads of the week: Aldi's World Cup cider ad scores with consumers
Sony relives Germany's 7-1 victory against Brazil in Subbuteo Vine
Burberry credits 9% revenue hike on strong online sales and 'more targeted marketing'
Ritz returns to UK TV screens after 30-year hiatus
Mars creates chief health and wellbeing officer role
Brands make the most of Germany's dramatic victory over Brazil
Adios Justin King! Watch our video tribute as he leaves Sainsbury's after a decade
Nike calls time on 13-year Manchester United kit deal
Three TV ad banned over misleading 'free' call claims
GNM boss David Pemsel: 'The Guardian has got its mojo back'
M&S has missed a massive opportunity to put digital strategy at its heart
Google partners with the Barbican to show coders are artists
Samaritans encourages men to talk about issues with #DownNotOut campaign
Lego's partnership with Shell 'not awesome', according to Greenpeace viral