Situation: Nortel Networks was unable to push potential business through the pipeline because 15 supply chain organizations used disparate technologies and processes. Both the bottom line and morale sank under the weight of unfulfilled orders, and the analyst community was growing cynical about the company's future profitability.

Challenge: Nortel needed to integrate a simplified and universal process into the supply chain and prove to the organization, analyst community, and customers that the company had the ability to scale the organization, leverage its recent acquisitions, and meet market demands.

Solution: Bonfire partnered with Leading Solutions Group to create a new global process that would integrate Nortel's existing cultural dynamics with a new collaborative set of operating procedures. The campaign shifted emphasis from rewarding autonomous customer solutions to a value-based, process-driven system. The company announced the campaign using a town hall format, and it integrated new messages into speeches, presentations, Web sites, mission and vision statements, and contextual learning maps.

Results: By adopting the campaign throughout the supply chain, Nortel not only raised morale, scalability, and efficiency within the company -- it also significantly improved its image and value to Wall Street.