Track: Masters Thesis Competition

Abstract

This paper reports the approach followed in the analysis and improvement of product management processes in a fast-growing marketing automation company. The research carried on was motivated by the recent increase of workforce, the changes on the organizational model and the reduced time horizon in which these changes happened.

 It started with the comprehension of the processes, organizational structure and context. Process mapping and workshops activities were utilized during the analysis of key business processes within product management areas. The identification and characterization of improvement opportunities followed a root-cause analysis methodology. These outputs launched the third phase of the project where improvement actions were proposed and implemented.

The major problems identified were essentially related with three main dimensions: processes non-uniformization; unorganized/dispersed information; misalignments. Therefore, improvement proposals addressed these issues, namely through process redesign and development of support tools. To ultimately guarantee the commitment and involvement of workforce, a cost-benefit collaborative analysis was performed to identify the priorities to be pursued during implementation phase.