Case Study: a national telecommunications company streamlines campaign execution and sharpens segmentation with McKinley Marketing Partners

National Telecommunications Company - Customer Case Study

The small business marketing division of a national telecommunications company faced a transformative challenge after restructuring its team around new strategic goals. They needed to shift from a product-centric to a solution-centric model and required structural and strategic help, so they engaged McKinley Marketing Partners for an Interim Marketing Manager℠ (IMM℠).

McKinley Marketing Partners' IMM expanded the project scope to propose a new, targeted segmentation strategy and implemented key process enhancements for campaign management. This included developing and executing more targeted acquisition campaigns, which allowed the company to become more nimble and responsive to market changes. The consultant's efforts successfully identified a new segmentation structure that provided long-term strategic direction for the client.