Case Study: A Unifying Identity After Years Of Change


CLIENT: CMO of a $1B Software Company


  • With multiple leaders over three years of change, the marketing function was fractured as the company made a sharp strategic shift to new fast-growth markets
  • Lack of content creation process clarity and role clarity were major symptoms of a misaligned organization. Challenges were exacerbated by the fact that the marketing leadership reported into different functions
  • A huge opportunity existed to mobilize the marketing function and re-define the brand to accelerate execution in new markets


  • Brought together the immediate leadership team to understand and drive commitment to address major pain points identified by leaders
  • Collectively decided and drove closure on process, roles, and collaboration rules for major content creation deliverables, ensuring input and buy-in from all three functions
  • Aligned the broader marketing team around role clarity, values, dashboard, and vision


  • Process and role clarity for fifteen major content creation deliverables
  • Initial roll-out of first-ever dashboard with unifying metrics across three interdependent divisions
  • Strengthened relationships, trust, and collaboration across broader marketing team

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Tori Cox