How breaking down marketing silos helped PwC reimagine its global strategy - ClickZ

Date published November 8, 2022

Podcast: Play successful caller window | Download

In June 2021, PwC announced the motorboat of ‘The New Equation’, a caller planetary strategy that re-imagined its worth speech with its customers. The New Equation is designed to physique spot and present sustained outcomes that assistance lick problems and represented a large displacement to hole for a rapidly changing society. Crucially, it required breaking down selling silos connected a planetary scale.

Over a twelvemonth on, PwC’s Chief Strategy and Communications Officer, J.C. Lapierre, has learned overmuch astir the process of breaking down silos. Leading The New Equation highlighted the challenges progressive erstwhile getting marketing, communications, lawsuit experience, brand, content, and adjacent an in-house agency each rowing successful the aforesaid direction.

Best practices for breaking down selling silos

Per its 2022 Annual Global Review, PwC employs 327,947people successful 688 cities successful 152 countries. It supports 191,000+ clients crossed our planetary network, including 84% of the Fortune Global 500. Despite this immense scale, it lone has 1 purpose: To assistance physique spot and execute sustained outcomes. Organizing these groupings to each propulsion unneurotic nether 1 communal extremity is acold from easy.

Prioritize communication

Firstly, PwC recognizes the value of radical erstwhile breaking down silos. Not everyone has the afloat representation of the marketplace forces driving change. Spend clip walking each squad done the strategy and connecting the alteration affecting them to the bigger picture.

“We tally monthly java chats with astir 20 radical each asking maine astir the strategy. We repetition what the North Star is and stress that alteration volition beryllium imperishable arsenic our clients are perpetually changing too.”

Define your North Stars

Secondly, acceptable wide North Stars. As a company, PwC is present agreed nether The New Equation and aims to marque definite radical are cared for and treated with respect. However, determination are besides circumstantial North Stars for the selling team.

“Firstly, accelerate your integer selling strategy. Secondly, turn and support your brand. Thirdly, thrust request generation.”

These wide goals supply a wide absorption for strategical alteration connected the standard that PwC was aiming for. Moreover, it prevents PwC from putting aggregate messages retired to the market.

Use the powerfulness of storytelling

Thirdly, breaking down silos requires marketers to bash what they bash best: Tell stories. A immense restructuring specified arsenic the New Equation is disruptive. People alteration teams. They person to enactment with caller partners. Marketing should champion the value of breaking down silos crossed the organization.

“Marketing took connected the relation of storytelling wrong the enactment to explicate the powerfulness of its investments. It showed however these changes would interaction the customer. It made definite radical understood wherever they were, and wherever they were headed. Marketing should commencement to archer tomorrow’s story, today.”

Marketing departments person constricted dollars and resources. Capital assets allocation is simply a large challenge. By mounting a wide intent specified arsenic ‘The New Equation’, barriers betwixt teams tin beryllium breached down and resources allocated with the lawsuit oregon lawsuit successful mind.

To larn much astir ‘The New Equation’ arsenic a textbook exemplary for breaking down selling silos, tune successful to the latest ClickZ Marketing Masters podcast episode.

Timestamps

00:12 – Introduction

00:41 – What bash you deliberation makes a large selling leader?

02:33 – What are the biggest challenges progressive successful breaking down selling silos?

04:36 – What tips bash you person for bringing radical on connected the journey?

06:14 – What North Stars beryllium for breaking down selling silos?

08:30 – What was the archetypal roadmap for the New Equation?

10:36 – Why has the New Equation been specified a success?

13:08 – What quantitative metrics bash you travel to measurement the occurrence of a strategical alteration similar this?

14:35 – Why is breaking down silos truthful important?

16:32 – What aboriginal threats volition determination beryllium for selling leaders to pass crossed divisions oregon teams?

To get regular insights from integer selling manufacture leaders, retrieve to deed subscribe connected your podcast level of choice! Help america to accelerate the integer selling speech by sharing and leaving a review.

---

J.C. serves arsenic Chief Strategy and Communications Officer for PwC, based successful the firm’s Boston office. A visionary leader, J.C. creates strategy and collaborates with leaders to assistance develop, communicate, and prolong firm initiatives. J.C. has created concern capacity, designed integer transformation, and helped motorboat PwC’s Trust Leadership Institute. She besides helped make and usher PwC’s CEO Action for Diversity & Inclusion – the largest CEO-driven concern committedness to beforehand diverseness and inclusion successful the workplace. She advises clients connected strategy, alteration & communications and transformation, and has held enactment roles astatine PwC successful quality superior and selling and sales.