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MARKETING MANAGEMENT SYSTEM FOR COMPLEX B2B —

This set of tools and practices is what you need to supercharge your leadership ability

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MARKETING MANAGEMENT SYSTEM FOR COMPLEX B2B

Leading a marketing function often feels like operating with one eye closed. You might have all the data of your campaigns, but how about your function?

Too often, marketing is still led like a production line instead of the professional expertise function it should be. Practices haven't kept up with the times, or there simply isn't a systematized way of working.

We help you turn your department into a well-oiled machine, giving you total visibility over your entire function and raising your ability to lead that builds trust among stakeholders.

Get full visibility into your marketing function —

What is it about

This is a set of tools and processes for marketing leaders who want to set clear expectations, gain visibility into team performance, and clarify how you lead, plan, and perform.

With this engagement, you improve your ability to lead by better visibility into what is happening under the hood.

You'll get a documented playbook, your “flight manual,” that consists of the chosen elements and describes a new way of working.

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The Marketing Management System consists of three elements

Planning process

We help you stop the always-on planning and unify the process.

By systematically gathering needs and wishes from the organization, you give people the opportunity to influence, while also ensuring autonomy over who makes decisions, and when and where they are made. 

As a result, you shift from reactive to proactive planning, reduce ad hoc work, and improve clarity and expectations.

 

Program format 

Most teams do a lot of things without knowing the desired outcome.

We help you shift from tasks to outcomes using our Program Format: all marketing activities are clarified in an outcome-based, goal-oriented manner.

As a result, everyone understands their expectations and their impact on the business. This gives your team the autonomy to own their tactics while staying 100% aligned on the shared goals.

 

Management practices

You have data-driven marketing. Now, get a data-driven marketing function.

We help you supercharge your leadership ability by providing tools and practices, such as meeting cadence and team KPIs.

Using tools like the Traffic Light model, you gain real-time visibility into your function's progress. With a dedicated rhythm, you’ll remove friction, keep execution on track, and get a real pulse on performance.

As a result, you have a better ability to lead through visibility and clarity. 

Get the ability to lead even better —

Most of our clients choose to start this phase because they recognize these challenges:

You don't have full visibility into what the marketing team is working on right now, and whether they are working on the right things. There are a lot of ad hoc requests from stakeholders.

You would like to give your team more responsibility and autonomy, but you don’t want to sacrifice their freedom or micromanage.

You have no way to evaluate team members’ performance, only actions. Roles and responsibilities feel unclear.

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Why do I need this

When you want to move from reactive to proactive leading and raise your ability to lead, you need this.

You have a great team, but it might feel that you are not getting the best out of it. It’s hard to manage what is expected from them.

You would like to give more accountability and autonomy, but have not been able to do so.

It probably feels like you are leading based on gut feeling. You need visibility into your function’s most important metrics and where your resources are going.

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How we measure success

Ability to lead through trust, accountability, better visibility, and data as backup. Your leadership is proactive, not reactive.

Amount of ad hoc. Typically, after 6 months, ad hoc drops close to zero.

Same rhythm, same direction. Every person in your team works toward the same shared vision – day after day, week after week.

High-performing team. You continuously achieve 90% of the targets set within time and budget.

Well-being/eNPS. You and your team feel better because you have autonomy and clear expectations.

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What happens next —

 

 

Phase 1. Kick-off

First, we map out how your marketing function currently operates. Together, we decide which parts of the Marketing Management System you need most in your unique situation and if to roll them out all at once or step by step.

We set goals and success metrics, typically focusing on team well-being, reducing ad hoc work, and increasing visibility for you as a leader.

We agree on what we will implement and the next steps.

Phase 2. Set-up – Building your "flight manual"

We take our proven tools and practices and tailor them to your function. We’ll train you and your most critical team members to make the most of them.

Together, we’ll figure out how to manage the transition from the old way of doing things to the new way – for example, country by country, in stages, or all at once.

Duration: Typically 1 month to complete, depending on your environment and complexity.

After this phase, you have a documented playbook, your “flight manual”, that describes a new way of working.

Phase 3: Implementation

We’ll help you put a new way of working into practice. We’ll coach and empower you, act as advisors, and ensure that you successfully implement the new approach.

Duration: 2–6 months, providing sparring and advisory support; acting as a facilitator in executive-level meetings/discussions as needed; optional training support.

As a result, your team operates according to the new way of working, and you have visibility, a “cockpit view of your marketing function”.

Phase 4: Regular check-ups

We follow up to make sure the changes are actually happening.

We check in on your goals, like ad hoc reduction, expectations, and well-being, and update your playbook if it needs change.

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Investment —

Investment:
Teams with less than 10 people: Starting from 8 000 €
Teams with more than 10 people: Starting from 18 000 €

The final investment depends on the selected modules, team size, organization complexity, and the level of support your team needs during the transition.

You’ll know the exact investment before we start the engagement.

We give always 100% satisfaction guarantee.

 

CONTACT US

 

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OPAS

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OPAS

Account based -markkinoinnin aloittaminen

Pohditko, miten lähteä liikkeelle strategisen ABM:n toteuttamisessa? Materiaalimme opastaa sinut vaihe vaihteelta onnistuneen account based -markkinoinnin suunnitelman rakentamiseen. Luo suunnitelma, joka sitouttaa myös myynnin ABM:n toteuttamiseen!

LATAA OPAS

Frequently asked questions —

Yes, 100%. Usually, in this team size, the planning process and program format provide the greatest benefit.

With a small team, the entire project is often faster and simpler. We use the same battle-tested frameworks designed for complex B2B.

Even a small team needs clear leadership. It’s easy to fall into the illusion of progress and feel that things are moving just because everyone is busy, even if you aren't moving in the right direction.

Yes, it is. In such cases, we usually need a more phased implementation. Depending on the structure, we need to plan whether to roll it out to all teams at the same time or in stages.

However, many larger teams have used this system, and the larger the team, the greater the improvement. If practices aren’t standardized, there are usually more varying practices that don’t foster leadership ability, transparency, and manageability.

Yes, you can. The actual change in daily work is often smaller than you think.

The biggest shift is moving to outcome-based thinking. For example, a structured planning process doesn't add more work: it just clarifies who decides what and when.

And a systematic meeting rhythm actually saves time by removing unnecessary internal meetings and defining exactly when you plan and when you execute.

Not at all. Our frameworks, and we, are tool-agnostic. We help you implement the logic and rhythms into the systems your team already uses.

Our clients have implemented this management system when using for example Monday, Asana, Jira, and Trello.

READ THE CASE STUDY

Case study_ From ‘event organizer’ to ‘business partner’ in a global industrial company _ Mavenfirst-1

READ THE CASE STUDY

A 60% reduction in ad hoc noise and full visibility for the VP of Marketing to lead and protect the team in this global industrial company

“I was battling with setting accountability. Everyone sort of knew what was expected, but the real accountability was still missing. Then it just clicked once we had the programs in place. Now I actually know who’s owning those yearly goals and priorities. Not just actions, but outcomes.”

Read how the VP of Marketing with a 30+ person team leads the entire department through a comprehensive management system.

Not ready to buy yet? Discover more

Executive Roundtable events for CMOs in complex B2B

Senior marketing leaders from complex B2B industries discuss their strategic challenges under the Chatham House Rule.

Want to join?

What would a more strategic role for your marketing function look like? What needs to happen to get to a more strategic role? Read the guide – no forms needed.

Do you need a more strategic role for your function? What needs to happen to get to a more strategic role?

Read the PDF guide

How will B2B marketing prove value when the lead is gone?

We have started to believe that traditional, form-based lead generation is coming to an end.

Read the article

Episode with Helena Kappen from Microsoft

Let’s step into the world of AI with Helena Kappen, Chief Marketing Officer for Microsoft Sweden!

Listen now on Spotify

Episode with Andrea Alter from Workday

How do you strike a balance between giving accountability and ensuring your marketing hits its targets? This and a lot more were discussed in this episode.

Listen to the episode on Spotify

Working on marketing, not in marketing (time tracking template included)

Quite surprisingly, one thing we got praised for last year was an easy tool we first shared with one client battling time management and constant firefighting.

Read the article and get the template

Let's get started

Do you want to hear more? Or are you ready to get started? Contact us, and let’s have a call.

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Kumppaninne markkinoinnin kehitysprojekteissa

Olemme erikoistuneet markkinointiin complex sale -ympäristössä, jossa  myyntiprosessit ovat pitkiä ja monivaiheisia. Tuomme tueksesi pitkän kokemuksemme  complex sale -ympäristön markkinoinnista sekä uusimman tutkimustiedon ja testatut toimintamallit. Yhdessä kartoittamalla löydämme markkinoinnin tärkeimmät kehityskohteet joiden ratkaisemisessa autamme tilanteeseen sopivalla tavalla. Olemme kumppaninne markkinoinnin kehitysprojekteissa tai pidemmissä yhteistöissä. Roolimme vaihtelee tarpeenne mukaan advisory-kumppanuudesta projektipäällikkö-palveluun. Tärkeintä meille on, että markkinointi tuo yrityksellenne arvoa ja kaupallisia tuloksia.

Kumppaninne markkinoinnin kehitysprojekteissa

 

Olemme erikoistuneet markkinointiin complex sale -ympäristössä, jossa  myyntiprosessit ovat pitkiä ja monivaiheisia. Tuomme tueksesi pitkän kokemuksemme  complex sale -ympäristön markkinoinnista sekä uusimman tutkimustiedon ja testatut toimintamallit. 

Yhdessä kartoittamalla löydämme markkinoinnin tärkeimmät kehityskohteet joiden ratkaisemisessa autamme tilanteeseen sopivalla tavalla. Olemme kumppaninne markkinoinnin kehitysprojekteissa tai pidemmissä yhteistöissä. Roolimme vaihtelee tarpeenne mukaan advisory-kumppanuudesta projektipäällikkö-palveluun. Tärkeintä meille on, että markkinointi tuo yrityksellenne arvoa ja kaupallisia tuloksia.