Pegasystem’s marketing challenges
When reflecting on the daily challenges in a global marketing environment, managing differences across cultures, teams and regions, stands out as a significant hurdle. As a Regional Marketing Manager, Holger faced three primary challenges at Pegasystems related to the complexity of achieving a consistent approach across regions:
“In general, I would say there are three main challenges I face in my daily work. The first challenge is managing collaboration with many teams across different continents. Aligning with these teams to find a unified approach across regions can be difficult. For instance, Germans do things differently than Americans, as each region has its own unique background and culture.
The second challenge is working with different agencies (where needed), especially in the context of Account-Based Marketing (ABM). In the past, we’ve tried several ABM agencies to support our initiatives, but finding a consistent approach across regions remains a challenge.
The third challenge is strengthening communication and collaboration within teams to bring regions closer together. In general, cultural differences, localization and time zones are significant challenges.”
Setting clear objectives for Propolis membership
Pegasystem’s main motivation for joining Propolis was to provide the marketing teams access to a professional membership network where they could engage with peers, learn from best practices and bring new ideas into their organization:
Learn best practices and bring new ideas
Pegasystems’ main motivation for joining Propolis was to provide the marketing teams access to a professional membership network where they could engage with peers, learn from best practices and bring new ideas into their organization.
Skills development for all team members
There was also a need to improve the opportunities that individual team members had to invest in their own professional development, as it was challenging to keep up with best practices amid daily responsibilities.
Professional development tailored to the marketing team’s specific needs
Holger mentions that one of the key advantages of the Propolis membership is its continuously updated content, including event recordings, quick-read extracts, and expert insights, which allow him and his team to stay current with industry trends.
“When we began working with Propolis, we conducted a survey to find out what our team was most interested in learning and using. Based on the results, we noted several key areas of interest. Professional development was a significant focus, with B2B training resources and courses being highlighted as particularly beneficial. The team also valued practical guidance, including models, frameworks and checklists.”
Additionally, Holger said the team expressed a strong interest in Propolis events, both live and on demand, such as best practice briefings, panel discussions and fireside chats, which provide insights into various challenges and aspects of their work.
Propolis events provide valuable insights to the challenges faced by the Pegasystems marketing team.
A marketing team that now strives to invest in their professional development every day
Propolis membership had a substantially positive impact on Holger’s team. It has increased engagement and knowledge sharing among team members by providing a structured way to interact with content and peers. The Power Hours and Boot Camps were particularly effective in bringing teams together, allowing them to collaborate on solutions and share diverse perspectives.
“We have restructured the traditional 60-minute Power Hour into three 20-minute segments. First, a problem statement is presented to the group, followed by 20 minutes of group work on the problem. The session concludes with 20 minutes of sharing, reframing, and resolving with the entire group. This approach is highly effective because it fosters interaction and collaboration between teams. By mixing participants from different teams, we gain diverse perspectives on specific issues. Currently, our Power Hour is primarily dedicated to this structure.”
20 minutes: Problem statement presented
20 minutes: Group work on the problem
20 minutes: Reframe and resolve with group
Propolis Power Hours brought marketing teams together to collaborate and problem solve.
Future plans: Optimizing Propolis expert support for greater impact
Looking ahead, Holger plans to continue utilizing Propolis’ Power Hours and Boot Camps, focusing on shorter and more interactive formats to drive greater engagement and results. He aims to expand these initiatives, adjusting session lengths to maintain focus and improve team productivity, ensuring the sessions remain valuable and efficient.
The critical role of Propolis membership – in conclusion
Propolis has become an invaluable resource for Holger and the marketing teams he manages, helping them overcome challenges related to cultural differences and regional alignment. With its relevant, practical and up to date content, Propolis enables the team to stay informed, collaborate effectively and maintain consistency in their marketing efforts. As Holger looks ahead, Propolis will remain crucial to fostering a culture of learning and collaboration across global regions.
