Download Developing the Global Marketing Community

3M Strategic Communications
Marketing and Communications
Developing the
Global Marketing Community
Corporate Marketing: International Marketing
How does a corporation build a global marketing community amongst
individually managed, international marketing teams, each with its own
processes, objectives, and varying degree of development?
Opportunity
analyst utilized peer-competitor benchmarking and worked
Today’s marketing environment is rapidly evolving in terms
with extensive academic research opportunities in the
of new channel opportunities, measurement tools, and greater
development of the global development plan.
transparency to consumers. As the 3M global marketing
Results
community continues to grow throughout international
markets, the corporation must make certain to continue the
development of its existing marketing groups, while also
providing the opportunity for its developing marketing
communities to thrive within their pertinent market space.
With that in mind, the 3M Marketing Council meetings
(subsidiary-maintained marketing forums) present such an
opportunity. By maintaining a consistent forum at which
marketers can grow on individual and team levels, the groups
will have a stronger opportunity to thrive. Therefore, a
thorough marketing community development plan became
necessary as 3M looked to capitalize upon the opportunities
presented by the Marketing Council meetings.
A thorough, 11-step set of team recommendations was
established for implementation across three inter-related
stages of development: The recommendations focused on
the opportunities associated with the potential the marketing
council meetings held, particularly in regards to their
capabilities as an initiative deployment tool. More specifically,
emphases were placed upon the following: building the
marketing team core, identification and implementation of
council initiatives, and continuing team development.
Next Steps
The client is in the process of implementing the marketing
community development initiatives identified as a result of the
project. She is currently working with international marketing
Approach
The analyst worked directly with International Corporate
Marketing & Public Affairs leaders in the effort to fully assess
current capitalization of marketing council meetings, identify
leaders in the effort to incorporate these opportunities within
the fabric of key developmental steps for each individual
marketing group.
key areas of team development needed, as well as recognize
the pain points associated with and best-practices already
employed by individual marketing groups. Additionally, the
Strategic Communications Department
3M Public Relations and Corporate
Communications
3M Center, Building 225-1S-15
St. Paul, MN 55144-1000
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