Benchmark on the organization of a department dedicated to relationship marketing
Context
A company wants to reorganize its relationship marketing team, and is looking at the organizational choices made in other organizations to improve performance and efficiency.
Objective
The aim of the assignment was to cover a broad scope of intervention dedicated to relationship marketing: HR profiles mobilized, tools used, reporting carried out, integration/collaboration with data teams on the one hand and relationship channels on the other, level of campaign personalization, etc.
VERTONE contribution
- Meetings with 9 relationship marketing directors or team leaders in several business sectors: insurance, banking, telecoms, retail and press.
- Analysis of contributions along 3 axes in order to identify the key practices of the players interviewed and present them in the form of a benchmark.
- Organization
- Relationship programs and tools
- Performance and restitution
- Selection workshops with the benchmark sponsor to transpose key practices into the organization of its relationship marketing department and consider the changes to be made.
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