Improving Marketing Effectiveness in Large Organizations – with Helen Burbank
Description
In this episode of Masters of Marketing, we sit down with Helen Burbank, Director of Marketing Effectiveness and Strategic Projects at Springer Nature.
As the world’s second largest scientific academic publishing organization, Springer Nature Group’s marketing team comprises around 500 marketers in multiple departments across the globe.
Helen explains why the introduction of marketing resource management platform MARMIND was an essential step for such a large and dispersed organization, and shares her experience of implementing this change effectively at different levels.
She fills us in on some of her best practices for change management, such as the need for clear and timely communication, repetition, and tailored approaches according to roles and responsibilities within the organization.
We also hear how adopting MRM technology has improved Springer Nature Group’s marketing planning and budgeting in terms of increased coordination, collaboration, and transparency between teams.
Tune in to hear more!
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