Case Study

Zebra Technologies: Transforming A Marketing Organization

January 1st, 2018


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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.