How Starts Helped Build and Run Thales Digital Factory's MarCom Operating Model

The challenge

With new MVPs and communication needs emerging continuously, MarCom activities needed greater structure. The team had to coordinate recurring content, support product teams, maintain consistent positioning and demonstrate results across channels. Starts helped answer what to prioritize, how MarCom should support each initiative and how to measure whether it was working.

Building the MarCom operating model

We created a clearer framework for managing the function, including an actionable MarCom plan, budget planning, a project-management tracker and a KPI scorecard. We also developed repeatable processes for new MVPs, including request forms, workflows, communication kits, one-pagers, testimonial briefs and reusable tools.

From strategy to execution

Rather than separating strategy from delivery, the team could continuously test, measure and improve what had been put in place.

• ◆MVP one-pagers
• ◆Monthly newsletters and press releases
• ◆ThalesDigital.io website content and webmastering
• ◆Workshops and event communication
• ◆Positioning, messaging and internal communication campaigns

Creating a measurement loop

Monthly KPI reporting, website traffic analytics and social media analysis created a simple operating loop: Plan, Execute, Measure, Improve. Combined with budget planning and project tracking, this made it easier to see which initiatives performed, where resources were used and what to prioritize next.

What changed

Instead of relying on individual communication actions, MarCom became a connected system linking strategy, execution and measurement. Key KPIs doubled during the collaboration.

• ◆Clearer priorities and ownership
• ◆Standardized support for MVP teams
• ◆Reusable and automated MarCom processes and tools
• ◆More consistent positioning and communication
• ◆Regular performance measurement
• ◆Better visibility over projects and budgets
• ◆Stronger internal communication capabilities