Top-Tier Mutual in Property and Life
Communicating Value Through Strategic Storytelling
What if…marketing operations could tell a story so powerful, it shifted the enterprise perception—and accelerated impact across every function?
Clarifying Complexity, Communicating Value
Our client is one of the nation’s most respected and innovative insurance organizations, known for its commitment to operational excellence and customer-centric strategy.
Marketing operations, one of three departments within their marketing organization, is comprised of three specialized teams: marketing data, analytics, and research; marketing technology; and operational effectiveness and AI. Due to the technical nature of its work, the department struggled to clearly communicate to stakeholders how its strategy, technology, processes, analytics, and AI capabilities come together to enable the broader marketing organization and create value across the enterprise.
Despite multiple attempts to convey its story in various formats, the message failed to resonate. As a result, we were engaged to help clarify and communicate the department’s function and value.
From Fragmented Messaging to Unified Vision
To help marketing operations tell its story, we began by reviewing previous communication efforts, which were fragmented and difficult for non-MarTech audiences to understand. Then, we conducted a workshop to isolate what the department owns and enables.
Midway through the engagement, this project took on heightened importance for two reasons: the organization appointed a new CMO (which made our work a valuable onboarding tool), and expressed interest in submitting the final product for industry recognition in The Stackie Awards.
We leveraged our EnvisionOnline capabilities library, CX AMP jumpstart, use case definition templates, and more to define—and in some cases, redefine—the department’s:
- Purpose, goals, and objectives
- Value statement
- Use cases and supporting capabilities
- Impacting industry trends and insights
- Recommended next steps
Once complete, we delivered a visualization and strategic analysis that communicates what marketing operations does, how it does it, and why its delivery ecosystem creates value across the wider marketing organization and the enterprise.
Our visualization and strategic analysis enabled marketing operations to clearly articulate to both the new CMO and the broader marketing organization what it does, how it does it, and why its work is valuable.
Results
Turning Insight Into Influence
Our visualization and strategic analysis enabled marketing operations to clearly articulate to both the new CMO and the broader marketing organization what it does, how it does it, and why its work is valuable.
Additionally, our visualization won a Stackie award, validating its effectiveness in showcasing the department’s function and value.
