As one of the largest mobile networks in the UK, Vodafone needed to upgrade how its go to market system reached customers in the right place at the right time effectively. This work required new technical capability, sharper workflow design, and an operating model capable of aligning Vodafone’s global marketing operation across the entire network.
The new operating model redesigned Vodafone’s go to market system around the way the marketing lead and wider marketing team actually needed to work. We restructured the team around agile principles, replacing siloed delivery with cross functional collaboration, faster decision making, and clearer ownership across execution. Because Vodafone’s operating companies varied in size, maturity, and culture, a single rigid model would never have scaled cleanly. We began by working with four operating companies to build a target go to market framework that could be tested, refined, and then rolled out across the wider network.
This created clearer communication loops, shared learning, and a more practical route for each market to adopt best practice without losing local relevance. The final model combined common frameworks, tailored market level adaptations, and the option to move selected functions into shared service centres where scale made sense. We also advised marketing leads on governance and rollout sequencing, ensuring the system could move from strategy into daily execution. The result was not just organisational change. It was a stronger commercial system. Vodafone could launch a wider range of propositions, manage them with the same number of staff, and improve performance across the network.
This delivered:
7% increase in average revenue per user
20% saving in commission costs
6x more live propositions
34% higher ROI
5x increase in response rates
3x greater value creation through adaptive next best action models
