First to launch: one unified brand from acquisition for Telefónica Tech
Following £500m of acquisitions, Magnus built Telefónica Tech's new market position and three-year effectiveness roadmap, uniting the combined business and aligning sales and marketing behind high-impact go-to-market campaigns.
Building the brand, the team, and the roadmap for growth.
Context
Telefónica Tech is a global technology organisation focused on cloud, emerging technologies and managed services. Part of Telefónica Group, they work with large private and public sector organisations. Built through £500m of acquisitions, they needed to bring multiple businesses together and go to market as one.
Reframe
The post-acquisition task looked like a branding and integration exercise. We reframed it as a commercial opportunity: the chance to be first to launch a new, differentiated position across the Telefónica Tech group, uniting the acquired businesses and elevating marketing from a support function to a driver of growth at the top table.
Solution
Developing a clear vision for the brand and the role of marketing, creating a best-in-class marketing structure, new processes, and agreeing the marketing technology stack, we were engaged to improve operational effectiveness, marketing effectiveness and for outsourced marketing support.
We have helped align sales and marketing to create impactful go-to-market campaigns across the newly combined solutions and into all key sectors. We worked with the senior leadership team to create a three-year marketing effectiveness roadmap.
Impact
A clear and differentiated market position that united the acquisitions, and the first brand to launch in market in the Telefónica Tech group.
Created a strong internal and external brand position, aligned to business ambitions, with a 3 year marketing effectiveness roadmap. Created a strong alignment between sales and marketing teams.
"The Magnus team have been a true partner - they have worked quickly to understand our organisation and helped create an effectiveness roadmap for the next three years. They bring a wealth of knowledge and experience but don't act like typical consultants - they feel invested in helping us achieving and delivering our growth ambitions, for the long term."
Emma Gair, Marketing Director, Telefónica Tech
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