CASE STUDY

Medtronic

Re-organizing a marketing team to meet key business needs

Challenge

Medtronic, a global medical technology company, has been rapidly expanding through organic and acquisitional growth. As customer segments expanded, stakeholder expectations evolved and new business and product teams emerged. The company’s corporate marketing team recognized the need to rethink how omnichannel campaigns and content would support enterprise growth.

Solutions

Prophet worked with leaders across the global brand, marketing and communications teams to collaboratively define a new vision for corporate marketing. The new concept was designed to clarify priorities, set objectives and identify the necessary moves to both evolve and execute. We employed a mix of industry best practices and Prophet proprietary tools and frameworks to give Medtronic a custom-built solution.

A key component of the new vision was a framework articulating the role corporate marketing plays for the company as a whole, as well as its different businesses and regions. Prophet used its marketing archetypes to align on the right model for Medtronic.

From there, we outlined business and technology implications, key strategic moves and a transformation roadmap to support the new vision, so the Medtronic team could execute the strategy independently over time.

Results

As Medtronic continues on its mission to alleviate pain, restore health and extend life for patients around the world, the company’s corporate marketing team is now executing on a vision that is tightly connected with the enterprise business strategy. The team is well-positioned as the global driver of the Medtronic story.

“Modern marketing teams continue to evolve and stretch to meet stakeholder needs. Repeatable frameworks are helpful, but there is no one-size-fits-all approach that fits every organization. Prophet helped us think through a number of approaches and worked with us to create a vision and roadmap that meets our unique business needs.” -Greg McCullough, Senior Director of Corporate Marketing for Medtronic.