This morning, Strategy Director Suzi Bentley-Tanner led a stellar conversation with Scott Somerville, Head of Advertising, Campaign and PR at E.ON.

It’s no surprise that CMOs and senior marketeers are really under pressure to perform magic tricks right now. With stripped budgets and eve-changing team dynamics it’s a pretty tough gig at the moment.

Stripping back and returning to the fundamentals is the only way to progress. In order to do that, successful teams need to have 4 qualities:

  • A clear goal, vision or purpose – a North Star
  • Strong capabilities and competencies to get the job done
  • An operating model that’s fit for purpose, supported by efficient processes, tools and systems
  • And, last but not least, a positive and empowered culture

These qualities can’t operate in silos, much like marketing departments. As Scott explained, “fragmented departments can lead to fragmented messaging and a less than ideal customer experience. The capabilities to get the job done are worthless if the tyres haven’t hit the road.”


The first step is to understand the role and purpose that marketing departments will play within their organisations moving forward. To do this, we suggest that teams consider the behaviour and impact that they’d like to make on the business overall. Make it aspirational, and clearly aligned – but not identical – to the strategic direction of the company.
Next, it’s vital to review teams, capabilities and experience and understand if it’s the right fit. By anchoring decisions in the underlying vision, you can maintain perspective when emotions are at stake and jobs are at risk. You may well have concerns about the strength of your team — but the truth is, there’s not an organisation or group on the planet that couldn’t improve.
It’s then time to traverse the (often challenging, difficult and sensitive) road to get there. This kind of shift is hard, no question. However, it’s also an opportunity to lay the path for continued success, while becoming more agile, more collaborative, and better at meeting both business and customer demands.Change is inevitable, and businesses that do not adapt and improve simply won’t survive.
This process can be helped by implementing and managing the change effectively, by using the ‘3 Cs’ of Consultation, Collaboration and Communication. Consultation within and outside of the team will give you a good idea of the challenges and pain points. Ongoing Collaboration across multi-disciplinary teams will help when designing the solutions, and Communicating the vision, plan and successes along the way will help to make the transition more successful.
You can read more from Suzi and Scott as they continue the discussion in Empower | The Marketing Society.
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The purpose of inclusive design is clear-cut: “to make sure everyone who needs to access your service can use it”1. And while lockdown meant slowdown for most sectors, it massively accelerated demand for online services.


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