Alpha FMC Digital

Target Operating Model & Marketing Technology Assessment

Kevin O'Shaughnessy

Target Operating Model Design & Marketing Technology Assessment


Global Head of Marketing Operations


Digital, Distribution

Client type

Asset Management

Client Challenges

  • Following merger activity, this global asset manager engaged Alpha to define the new target operating model for their Global Marketing function
  • The emphasis was on the capabilities that the combined marketing function would need to operate in a digital and data led world, and how the function could demonstrate value in managing a broad set of client relationships

Alpha Approach

  • We helped to define the strategic role of marketing and highlighted the gaps in the operating model vs industry best practice
  • We helped define the optimal MarTech stack needed and supported the decision on marketing automation solution and content production system that would best suit their requirements
  • We also defined a high-level roadmap to fill the capability gaps aligned to in-flight projects and within the resources/funding available for the project portfolio

Client Benefits

  • A clear roadmap for addressing short-term tactical initiatives, in addition to a longer term plan for building maturity and capability, including implementation plan for selected Marketing Technology software
  • A set of recommendations to define and prioritise areas of focus in order to bridge the gap between the current state operating model and an industry-leading model

About the Author

Kevin O'Shaughnessy
Director - Head of Digital and Agile

Kevin is a Director at Alpha and leads our Digital & Agile practice. He has over 20 years experience of driving digital transformation across the Financial Services Sector and in particular in the Wealth and Asset Management space. His experience covers the full range of digital topics which he has deployed across a mix of channels including Direct to Consumer, Intermediated and platforms.