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An Evolutionary Journey

Genuine marketing transformation requires a journey. And journeys require plans, maps, and a compass. To that end, we put together an extremely candid assessment of our marketing capabilities shortly after I joined Mitel last year. Then we laid out a plan to set us on a path to reach a lofty goal. If we're being truly honest, that goal, “Marketing Excellence,” probably qualifies as unreachable for most marketing functions. However, I believe the elusive nature of excellence should not stop us from striving to attain it.

To illustrate and convey our evolutionary journey to Marketing Excellence, I fleshed out earlier stops or achievements on the journey, beginning with “Marketing Efficiency” and “Marketing Proficiency” (see chart). I identified specific milestones within each of these phases to help illustrate our function's areas of focus on different legs of our journey toward excellence.

I refer to these key milestones, as well as this overarching journey, frequently in my communications to my team. Doing so helps us track our progress. This map also tells the story of our journey while highlighting some of the hurdles and wins we've encountered along the way.

We've already invested time and intelligence to reshape our function to the right size and right structure, with what we believe is the right focus, and we've centralized resources. Although we've done the bulk of that work, we'll continue to review and adjust as we move forward in keeping with our commitment to continuous improvement. In the second half of 2012 we took several key actions, including a shift to segment marketing and a much greater focus on digital marketing, that have propelled us forward on our journey to proficiency and relevancy to our customers.

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