SCHOTT is a global technology group and a leader in innovative materials such as specialty glass, glass-ceramics, and polymers, employing around 17,500 people across 30 markets.
As part of its digital transformation, the company faced the challenge of realigning its Performance Marketing Unit (PMU). Existing structures prevented marketing initiatives from reaching their full potential: lack of integration with business units, unclear performance measurement, and capacity bottlenecks slowed down the teams.
Together with SCHOTT, we developed a path to transform the PMU from a function-driven unit into a customer-centered organization.
A Clear Value Proposition Positions the Performance Marketing Unit as a Strategic Partner
Through a stakeholder-centered value proposition, the Performance Marketing Unit became a clearly positioned service entity within SCHOTT’s marketing ecosystem.
Today, it directly addresses the key goals and challenges of the business units, creating tangible value: greater organizational acceptance, increased efficiency in collaboration, and a clear contribution to business success.
Integrated Working Models Break Down Silos and Increase Impact
Instead of working in isolation, co-creative workshops established a shared understanding between Corporate Marketing and the Business Units. This resulted in an integrated working model that breaks down silos, consolidates resources, and significantly simplifies collaboration.
For SCHOTT, this means consistent brand communication across all key touchpoints from YouTube and LinkedIn to the website, resulting in a clearer brand image and greater impact of each individual initiative.
Agile Cycles Create Measurable Value Instead of Mere Reach
The PMU shifted from lengthy planning processes to agile cycles of ideation, implementation, measurement, and iteration. A service blueprint translated the new workflows directly into practice.
This made the unit not only faster and more adaptable but also more effective. Instead of focusing on pure reach campaigns, the emphasis is now on genuine engagement marketing. With clearly defined roles, KPIs, and a roadmap, the PMU’s value contributions are measurable and provide a solid foundation for strategic decision-making across the company.
Our Services for a Successful Transformation
The development of the Performance Marketing Unit at SCHOTT was defined by close collaboration, clear service orientation, and a structured organizational design, fully aligned with our consulting and design standard DIaaS® (Design Innovation as a Service).
Stakeholder Analysis
Interviews and persona development to capture the requirements and expectations of all relevant stakeholders.
Service Proposition Design
Development of a two-tier, service-oriented portfolio defining clear value propositions for the Performance Marketing Unit.
Role Model Development
Definition of clear responsibilities and role profiles for all core functions within the unit.
Organizational Design
Design of organizational structures and workflows with an interdisciplinary team setup and well-aligned interfaces.
Workshop Facilitation
Design and facilitation of collaborative formats for structured solution development.
Current Topics
