Operating models
One marketing engine, many markets
Most multi-market businesses grow their marketing country by country. Each region hires its own team, buys its own agencies and licenses its own tools. It feels responsive. It is usually expensive.
A lean operating model separates what must be global from what must be local.
What to centralise
Brand, platforms, data, measurement and the content engine. These are the expensive, slow-to-build assets that every market needs and no market should rebuild.
What to keep local
Market insight, regulatory nuance, partner relationships and in-market activation. This is where local teams create real value.
The result
One engine, configured per market. Lower cost to serve, faster launches and cleaner reporting to the board.
What is a lean marketing operating model?
A lean marketing operating model is a structure where the expensive, shared assets (brand, platforms, data, measurement and content) are built once at the centre, and each market adds local insight and activation. It reduces duplicated cost and speeds up launches.
In practice
At a FTSE 100 insurer, Tim Buchanan replaced a fragmented, country-by-country setup with one model covering the US, UK and EU, reducing spend by 15% while delivering 10% year-on-year new business growth. Read more about Tim or see how a fractional CMO can build this for you.
FAQs
What should be centralised in multi-market marketing?
Brand, platforms, data, measurement and the content engine: the assets every market needs and no market should rebuild.
What should stay local?
Market insight, regulatory nuance, partner relationships and in-market activation.