Architecture assessment assists financial firm’s global marketing group to optimize operations and new digital strategy development

The Challenge

A corporate digital marketing group within a $15 billion financial services company going through a recent reorganization was threatened by the lack of documentation of tools and process. This hindered the company in several ways: initiatives were not being completed in a high-quality and timely manner; the team was experiencing challenges onboarding an offshore development and support organization; and it was difficult to identify realistic goals for next year. In addition, procurement could not easily leverage scale and consolidate contracts across digital marketing groups in the company.

The Solution

Aspirant landed a focused assessment team to interview key stakeholders in digital marketing and adjacent areas, inventory tools and to gain and document a baseline architectural view of the corporate digital marketing landscape. The two-person team collected data, analyzed results, and documented findings and recommendations. This work led to the publishing of several pieces of collateral aimed at reducing redundancy, increased shared working knowledge of those on the team, and better strategic discussions across digital marketing.

The Results

  • Inventoried corporate digital marketing tools, their primary functions, owners, and dispositions.
  • Significant improvement in corporate digital marketing application and project governance, spend, and delivery capability/reliability.
  • Processes that allow procurement to identify opportunities for contract consolidation across digital marketing.
  • Guidance for new employees related to technologies and their primary owners/functions.

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