T-Mobile: International Proposition Management System
In 2004, we collaborated with T-Mobile to develop the International Proposition Management System, a powerful platform designed to help their global marketing teams coordinate campaigns across multiple regions. Built on Microsoft ASP, the system allowed teams to track, plan, and manage marketing campaigns, ensuring they were consistent, well-timed, and complementary worldwide.
One of the standout features was a dynamic timeline that displayed upcoming and ongoing deals in multiple views. At an annual level, it provided a calendar-style overview, showing when campaigns would start and stop. Recognizing that many campaigns followed seasonal trends, we also introduced a five-year strategic view, allowing teams to visualize recurring global events such as the Super Bowl, Black Friday, and Christmas promotions. This ensured that future campaigns could be aligned with previous successes while avoiding unnecessary overlap.
Each campaign was assigned a region and an owner, who was responsible for keeping the platform up to date, loading key information, and tracking the associated tasks and dependencies. This structure ensured accountability and enabled efficient coordination between teams operating in different time zones.
The system quickly became a critical tool for T-Mobile’s global marketing strategy. It was regularly used in Executive Committee (ExCo) coordination meetings, helping senior leadership track campaign performance and ensure a unified global brand message. By providing a centralized hub for campaign planning, the platform streamlined collaboration, improved transparency, and ultimately helped T-Mobile maintain a cohesive international marketing strategy.