The Marketing transformation in any organization starts with 7 internal important actors: – People, Customers, Product offering, Public relations, Leadership, Operational improvement and Planning horizon.
Internal people needed to be viewed less as employees for life and more as right marketable talents with an innovative streak. Customers, a key pillar for the company, had to be properly segmented and penetrated. This required enhanced brand building and awareness. Product offering must become more solution focused. In other words, a service portfolio had to be added to the existing product portfolio. Public relations, had to come alive in an integrated network for brand promotion. Leadership had to move away from the passive paternalistic attitude to a more decisive and innovative one. Operational improvements needs attention with an innovative approach to come across as real solutions. And critically, planning had to move from short term goals, to a more long term view for the company!