CASE
Barmer
Sustainable Implementation of the Marketing Strategy
The project with BARMER focused on the sustainable implementation of the marketing strategy in the organisation’s daily work. The aim was not only to define strategic guidelines, but also to translate them into structures, processes and routines that would have a lasting effect. Under the guiding principle of the ‘North Star’, a shared vision for the marketing organisation was developed that specifies the overarching corporate goals and translates them into operational control.
It combines strategic ambition with measurable results and creates clarity about tasks, priorities and responsibilities. The result was a binding orientation framework that consistently aligns marketing work with impact, efficiency and company-wide goal achievement.
OUR APPROACH
First, BARMER’s existing target system was comprehensively analysed to reveal fragmentation and disconnects between strategy, planning and implementation. On this basis, the ‘North Star’ was created – a measurable target that serves as a central orientation for all teams. The subsequent focus was on operational anchoring: developing a standardised planning process, defining clear interfaces between marketing and product, and introducing a continuous performance review. At the same time, a change management process was established to promote acceptance and ensure sustainable integration into everyday work.
IMPLEMENTATION
STATUS QUO ANALYSIS & STRATEGIC FRAMEWORK
The analysis revealed different target systems and silo structures that prevented joint control. Building on this, the ‘North Star’ was created as an overarching target vision that clearly defines the marketing organisation’s ambition and purpose. It forms the binding framework for planning, prioritisation and communication.
PLANNING PROCESS & PERFORMANCE MANAGEMENT
A standardised, cross-departmental planning process was developed and integrated into the annual planning cycle. With the help of Jira, the operational implementation was structured, and the connection to the tactical goals was ensured. In addition, a performance dashboard was created to provide transparency into goal achievement, progress, and efficiency.
CHANGE MANAGEMENT & IMPLEMENTATION
The introduction of the new system was accompanied by targeted change management. Workshops, communication, and training ensured that teams understood, applied, and further developed the new approach. The result: a transparent, data-based control system that strengthens efficiency and collaboration and anchors the marketing strategy in day-to-day business in the long term.