The VP of marketing at a corporate bank recognized that to support company growth, marketing needed to undergo a massive digital transformation. This VP requested Gartner’s support to establish the strategy and plan to guide the approach and execution.
Gartner helped to support their strategy development and helped to identify high-priority areas of focus for the marketing team by conducting a Marketing Maturity Assessment and creating a gap analysis to identify greatest opportunity for improvement.
Gartner collaborated with the marketing team at this organization to guide their digital transformation decisions, including:
- A framework to set up a team
- Identify and hire talent
- Vendor analysis for website platforms
- Using Gartner’s Hierarchy of Marketing Metrics to build dashboards
Lastly, Gartner supported the team through a redesign of their website by offering:
- Initial wireframe review
- Best practices for mobile and desktop optimization
- Tactical recommendations for design and content
With Gartner’s help, the VP of marketing secured buy-in and budget approval from the board to implement a new strategy. This gave her the support to roll out a new website in just eight months. The client described site build-out as occurring in “a third of the time” she thought possible. The new site launch led to 3% to 5% revenue growth, helping to establish marketing as a driver of growth within the organization.