Organizational Alignment & Change Management
Building new GTM workflows for The North Face AMER Marketing teams
The goal was to design a new GTM workflow that would align cross-functional teams on an integrated, consumer-centered approach.
Client: The North Face AMER MarketingRole: Associate Director, StrategyAgency: The Program
Challenge
The North Face’s regional marketing teams had a fragmented and reactive GTM approach based on short sprint cycles. This resulted in a limited ability to meaningfully impact campaign and initiative outcomes.
Insight
More than a new process, the cross-functional teams needed mindset shifts in their ways of working for a new approach to be possible.
Change starts from the inside.
Approach
Designed and facilitated a 2-day, in-person workshop with leaders across sales, marketing, channels, brand management, and operations to co-create the new GTM process.
From the workshop outputs, we produced a playbook for a new GTM process that centered the consumer with a deep understanding of culture and category.
Since the cross-functional team collaborated on the new approach throughout the workshop, they were able to begin implementing the new processes within days instead of weeks or months. We achieved record speeds for alignment, created new capabilities, and reduced the risk of strategy without action.
Value
