Zebra Technologies: Transforming A Marketing Organization

January 1st, 2018

Cristina De Martini VP, Research Director

Summary

Visionary leaders use the transition after an acquisition as an opportunity to build new, improved functions. By leveraging the B2B Marketing Ecosystem Model, Zebra successfully integrated the Motorola marketing team and built a blueprint for the combined marketing organization. Throughout the transformation process, Zebra’s marketing leadership team adhered to a list of guiding principles for marketing organization redesign. In this case study, we describe how Zebra Technologies used the B2B Marketing Ecosystem Model and peer-set marketing data to transform its marketing function after acquiring Motorola Solutions’ Enterprise business.

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