Marketing Operations Strategy Case Study
Note: This is a simplified version of an existing case study to enable faster skimming of content. For a full narrative, please read the original here.
Executive Summary
Led the strategic redesign of Elekta’s marketing operations ecosystem to remove execution bottlenecks, unify data and attribution across channels, and enable scalable, insight-driven GTM execution in a global, regulated environment. The work transformed marketing from a fragmented execution function into a reliable, system-enabled growth engine.
Context
Company: Elekta
Industry: Global Medical Devices
Role Scope: Head of Digital Marketing
Elekta had all the core components of a modern marketing organization, including automation, CRM, analytics, enablement platforms, and content. However, performance was constrained by fragmentation. Marketing strategy existed, but execution lagged due to disconnected systems, inconsistent data, and limited visibility into long, complex sales cycles.
Strategic Problem
This was not a campaign or channel problem. It was a marketing systems problem.
Key constraints included:
Disparate tools operating independently
Inconsistent tracking and attribution across channels
Limited insight into customer behavior across long sales cycles
Marketing effectiveness diluted by operational friction
How do we redesign marketing operations so strategy can execute consistently, scale globally, and inform the business with confidence?
Strategic Mandate
I was responsible for:
Diagnosing systemic constraints in marketing execution
Designing a cohesive marketing operations strategy
Aligning tools, data, and processes to support GTM objectives
Improving effectiveness without increasing operational complexity
Strategic Actions
1. Unified the Marketing Operations Ecosystem
Connected marketing automation, CRM, analytics, webinars, events, and enablement platforms into a coherent operating model
Replaced siloed web forms with automation-native forms routed directly into the marketing automation system
Standardized UTM structures and attribution logic across all channels
2. Designed for Insight Across Long Sales Cycles
Improved visibility into customer engagement across extended buying journeys
Enabled more accurate lead scoring and behavioral tracking
Provided sales teams with higher-quality, better-contextualized leads
3. Built Scalable Enablement and Execution Infrastructure
Implemented a new webinar platform with improved engagement tracking
Built lightweight systems to track trade show and event influence
Rebuilt content taxonomy within the sales enablement platform to improve usability
Aligned social and PR execution to ensure consistent messaging and measurable impact
Results
Significantly improved marketing effectiveness and channel efficiency
Increased lead quality and behavioral insight across global markets
Generated marketing output at a pace that exceeded downstream sales review capacity
Exposed the need for formal Sales Operations functions due to marketing efficiency gains
Marketing became too effective too quickly, forcing organizational change downstream.
Strategic Impact
Marketing operations no longer constrained strategy
Leadership gained confidence in marketing data and insights
GTM execution became more predictable and scalable
Marketing’s role shifted from execution partner to strategic contributor
Executive Lessons Learned
Strategy fails when systems are not designed to support it
Operational excellence creates downstream organizational obligations
Marketing efficiency must be matched with sales and ops readiness
Sustainable growth requires systems thinking, not channel optimization