Background
A consultant working with an umbrella brand operating across 10+ regional markets approached me for strategic guidance.
The organization faced fragmented communication, inconsistent digital maturity, no unified CRM, varied lead generation approaches, and websites functioning primarily as informational assets. At the same time, the brand positioned itself as a premium partner to major global names, yet relied heavily on vanity metrics with limited retention tracking.
Challenge
The core issue was a structural misalignment:
- Markets operated at different levels of resourcing and digital sophistication
- Stakeholders within the same region held conflicting visions for the website
- There was no shared CRM, no consistent tracking infrastructure, and no unified framework for demand or lead generation.
Solution
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