Merkle was engaged to deliver Vodafone’s transformation to a state Vodafone termed ‘Always On Marketing’ – looking not simply at technology, but at revolutionising ways of working too.
One of the primary focuses of our target operating model was in defining the organisation structure of marketing teams, and how these worked alongside the wider business. By restructuring the teams to become agile and cross-functional rather than siloed, and embedding the right forums for collaboration and governance, we have streamlined decision-making and shifted Vodafone’s culture to be more oriented around the customer.
Vodafone’s OpCos differ significantly in size and culture, and a one-size fits all model was not possible. Merkle initially worked with 4 nominated OpCos (Turkey, Germany, Spain & UK) to build a target operating model collaboratively that could be applied across all OpCos, while facilitating communication between markets and allowing them to share learnings and best practice. Our final model combined best-in-class elements that were applicable everywhere, frameworks that allowed markets to shape elements of their own solution within certain parameters, and options for outsourcing of elements to central centres of excellence or third-party managed services.
Such was the success of our four pilot OpCo projects that we were then asked to expand our collaboration to Netherlands, with VodafoneZiggo, where we evolved the model further to bring in the latest agile concepts. We have also gone into Vodafone Greece to help them to stand up their agile squads.