TBM for a B2B Marketing Department: Case Study SME

Uwe G. Seebacher

Chapter 12 in Template-based Management, 2021, pp 195-212 from Springer

Abstract: Abstract This case study describes a one year turn around interim management project in the B2B industry a friend of mine, Rick Evans, realized in 2019 in an international mechanical and engineering group. He was engaged to develop a conventional global B2B “coloring-in” marketing department into a powerful B2B Predictive Profit Marketing organization generating leads, order intake and through this driving the business in the sense of turning the marketing organization from a cost factor into a sales machine. Due to the fact of the team being spread around the world, he had to apply TBM for all activities in order to provide a common set of structures and methods paving the way for totally changing the culture and the mindset of the entire team, by the way, a team of brilliant and very enriching, highly motivated and engaged people. The case study shows each step in regard to what Rick did but also the results that even surprised myself as Rick and his team of templees totally exceeded the expectations.

Date: 2021
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DOI: 10.1007/978-3-030-56611-1_12

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