Elevating global marketing capabilities for strategic growth

Building momentum

In 2023, a leading global technology company initiated a transformative effort to enhance its marketing capabilities and support expansion into new geographies. The company sought to establish itself as a leading B2B marketing organization by attracting, retaining, and developing the best talent. We partnered with the company to design a comprehensive marketing program tailored for global impact.

Our engagement

Working closely with company leadership, we developed a globally relevant marketing program grounded in data-driven insights. Using competency assessments, we created a structured training course with clear learning outcomes and measurable benchmarks. Key deliverables included:

• Launching a structured course with modular content and defined learning outcomes.
• Conducting pre- and post-course assessments to track and measure capability improvements.
• Certifying the first cohort of over 300 marketers, laying the foundation for continued growth.
• Expanding the program from EMEA and North America to APAC, including a Japanese marketing academy, aligning with global strategy.

Key outcomes

The initiative has significantly strengthened the company’s global marketing capabilities. Over 400 marketers have been certified, with plans for further expansion. The comprehensive approach positioned the company as a leader in B2B marketing, and participants have gained industry recognition and confidence.

Building on the success of the initial pilot, 63 additional international marketers have been certified in a second wave of training, further enhancing skills and collaboration across global teams. The program’s structured methodology ensures sustainable development, helping the company maintain marketing excellence and align with its strategic growth objectives.