Case Study: a manufacturer of diagnostic healthcare products increases marketing headcount investment with Alexander Group

Manufacturer of Diagnostic Healthcare Products shifts marketing spend from 37% to 32% with Alexander Group

A manufacturer of diagnostic healthcare products engaged the Alexander Group to address its marketing operating model. The client sought to determine its needs for dedicated and overlay resources and align its headcount investment to industry benchmarks. Its goal was to increase the proportion of total marketing spend allocated to headcount.

The Alexander Group conducted a systematic assessment of the current marketing organization and operations. This led to recommendations for shifting spending from discretionary expenses to headcount, which allowed the client to target the benchmark ratio for investment. The Alexander Group also provided guidance on socializing new roles and defining the marketing organization structure to improve productivity and reduce complexity.