From siloes to one 'Growth Marketing' team
Magnus revolutionised Intuit UK's marketing with new end-to-end processes and team structures, fostering cross-functional collaboration and creating a more effective growth team.
Accelerating marketing effectiveness with a new end-to-end process.
Context
The UK marketing team of global technology platform, Intuit, had huge growth goals and were responsible for new customer acquisition. Made up of talented and ambitious individuals, they recognised the need to work better together.
Intuit engaged Magnus to assess and improve their marketing process both within the team and with other functions (including sales and product), so that they could efficiently and effectively hit their goals and improve the team experience.
Solution
Our Magnify assessment identified the need for clarity on the role of marketing and team design as well as improving ways of working. We worked alongside the Intuit teams to create a marketing manifesto to inspire and motivate the marketing team and wider functions.
We redesigned the team structure to better support them to deliver their objectives and support the business strategy, and redesigned ways of working and processes to ensure that from strategy to delivery, everything went smoothly, with clarity on roles and responsibilities. We created a measurement scorecard, defined the end-to-end reporting process and created templates to increase the accuracy of campaign measurement.
Finally, we embedded these new ways of working, by training the teams in group workshops and working through specific projects with individual teams in a hands-on approach.
Impact
The team was renamed 'Growth Marketing' to reflect their ambitions in market and new GTM strategy. They went from working in siloes to having integrated, customer-first teams with clear channel responsibilities to work better together and drive business results.
With a focus on E2E strategy, we better aligned the brand, acquisition and retention teams behind core audience groups and developed a content team to better engage their audiences. The working experience was significantly improved, with the growth team saying they felt happier and clearer on their role as an individual and team.
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