Standing Up a Global Marketing Organization from Nothing
Built Nokia’s first global marketing organization, opening new channels, accelerating sell-through, and exceeding sales goals worldwide.
The Client
- Company
- Nokia
- Website
- alcatel.com
- Headquarters
- Espoo, Finland
- Employees
- 10001+
About Nokia
Nokia (trading as Alcatel in certain markets) is a global telecommunications infrastructure and technology provider, focusing on network equipment, software, and services for telecom operators and enterprises. As a mature enterprise in the midst of significant transformation, Nokia is navigating the 5G buildout cycle while restructuring operations and…
The Challenge
Nokia's CDMA consumer electronics business unit had no dedicated marketing function. With no
team, no budget, and no plan, the unit was losing ground in channel sell-in and sell-through across markets
worldwide.
Our Approach
Jason started as the business unit's only marketing resource. He built the financial analysis needed to
win budget for a real function, then hired a planner and an agency manager to form the team's core, and built direct relationships with country managers and key accounts across every region the unit sold into.
Solution: With that infrastructure in place, he built and launched coordinated B2B and B2C campaigns designed to drive both sell-in with channel partners and sell-through to end customers, giving the business unit a global marketing capability it had never had.
The Impact
The new organization penetrated new channels and accelerated sell-through worldwide, exceeding
sales goals, turning a business unit with no marketing function into one with a fully built global marketing
organization.
Featured Expert
The Chameleon who led this engagement.
