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Driving growth through defined and prioritized capabilities: customer centricity rooted in a solid foundation

To facilitate AkzoNobel's growth in commercial online and offline channels, a comprehensive capability framework has been created, defining behaviors, skills, and knowledge necessary to structurally develop digital marketing operating- and Go-to-market-models.

This framework enables people growth and strategic communication and planning across teams, products, segments, channels, and touchpoints, supporting the delivery of the digital strategy.

"Full Force Digital has been able to define a capability framework that seamlessly addresses all Go-to-Market models and is forming the framework for the commercial strategies with the delivery of this agile set-up.“

Joris Vollebergh
Global Director Digital Center of Excellence

Making it happen

In establishing the AkzoNobel framework, we concentrated on Digital Marketing, -Sales, -Care, -CRM, and Digital foundation, aligning them with the B2B and B2C Customer Funnel. We provided both high-level and detailed descriptions of these domains through Epics and Capability definitions, ensuring validation from business stakeholders. These definitions serve as the foundation for enhancing the customer experience systematically. Furthermore, we mapped go-to-market models and journeys to key epics and capabilities.


Results and value

AkzoNobel has gained extensive insight into required capabilities across various domains and is now capable of prioritizing the orchestration of business capabilities based on go-to-market relevance. This approach enables them to focus on areas with the greatest impact and assess the suitability of the existing system landscape.


“A great multi-functional cooperation that provided the requested foundation within 3 months of (hard) work. A stepping stone towards (digital) success!"

Rens Pels
Founding partner and Digital Accelerator

About AkzoNobel

AkzoNobel has a passion for bringing surfaces alive. Being experts in the proud craft of making paints and coatings and setting the standard in color and protection since 1792. The world-class portfolio of brands – including Dulux, International, Sikkens, and Interpon – is trusted by customers around the globe. Headquartered in the Netherlands, AkzoNobel is active in 150+ countries.

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