In the Summer of 2008 Royal Mail Letters restructured its entire commercial business to ensure more effective delivery of its business goals. As part of this restructure the company moved from one centralised Group strategy team and individual product and channel marketing teams to a devolved structure with multiple marketing and strategy teams at both a Group and individual market application level. The impact of this development on the Market and Competitor Intelligence team has been significant, forcing the team to find new ways to balance an even wider range of multiple, but often contradictory, stakeholder needs and demands.
The central premise of the case study presentation is around formalising effective ways of working, including establishing governance, aligning team structures, developing work plans and establishing virtual working teams. Examples will illustrate the steps proactively taken as a team to ensure that CI retained its central role in business strategy and planning in the new business structure. Be prepared for facilitated group discussion!
Addressing a professional need for practitioner-based case studies based on the application of CI, attendees will look to benefit from Caroline's experience of:
- Effectively managing and delivering against multiple stakeholder demands
- Ensuring timely progress on key cross stakeholder projects through Community of Interest Groups
- Proactively selling the benefits of tools and individual skills
About the Presenter
An insight specialist, Caroline Florence, has over 10 years experience gained from both agency and client side roles. Caroline joined Royal Mail Group from Incite Marketing Planning in July 2007 and since September 2008 has been responsible for developing the new Market & Competitor Intelligence function within Royal Mail Letters. Caroline is currently responsible for developing the application of market, sector, competitor intelligence and analysis within the business and providing planning support to identify company revenue and profitability.
