Benchmarking for the Future

A relatively new, smaller company in an industry was growing fast and expected to more than double its size in the next three years because of new products in it pipeline. It wanted to compare itself with industry competitors that had already passed through this growth stage successfully. They wanted to see how they should staff each of their communication functions and how they should relate to each other to be ready to meet its upcoming challenges. The result, after the presentation to the new president, was a completely restructured department, led for the first time by a vice president who was part of the senior leadership team. Staffing and budgets have also increased.