Case Study
Building an AI-powered marketing operating model to improve productivity, strengthen accountability, and redirect millions of media investment toward a more effective global activation model.
The Results
- +15% ROI through AI-powered marketing
- 30% Operational cost savings through automation & streamlined workflows
- 50% reduction in reporting time
The Problem
The client wanted to shift millions of dollars in marketing investment towards a more effective, technology-enabled activation model. Achieving this required more than new technology. It meant rethinking how marketing was structured, how teams worked and how resources were deployed.
The Solution
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PM Dragonfly partnered with the client to develop a marketing transformation strategy and roadmap, combining consultancy, intelligent automation and change management to reshape how marketing operates. The work focused on four key areas:
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1. Assess & Define the Opportunity
Evaluated the existing marketing operating model, benchmarked performance, assessed organisational maturity, and identified opportunities to improve efficiency, accountability, and return on investment through AI and automation.
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2. Shape the Future Operating Model
Developed a transformation strategy built on four principles: accountability, expertise, productivity, and partnership. This included defining the role of in-house teams, identifying where specialist expertise could add value and establishing a more effective approach to marketing activation and investment.
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3. Integrate AI & Intelligent Automation
Identified opportunities to apply AI and automation across marketing operations, from data analysis and customer insights to campaign personalisation and digital activation. Prioritised use cases and developed a phased roadmap to improve decision-making, reduce manual effort and increase productivity.
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4. Change Management & Enablement
Developed a change management approach to support the transition, embedding AI capabilities into the tools and platforms teams already used to minimise disruption and encourage adoption. Alongside this, we developed internal expertise through team upskilling, established clearer responsibilities and new ways of working, and ensured teams could make better use of existing technology, sustain improvements and maximise ROI.
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- The transformation strategy established a clear path to improved productivity and performance, using AI and automation to drive efficiency and maximise marketing investment.
