Case Studies
Enhancing Global Pharma Company's MarTech Maturity for Standardized Marketing Excellence
Introduction
Global Pharma Company, a leading player in the pharmaceutical industry, embarked on a mission to evaluate and enhance its Marketing Stack Infrastructure across diverse regions. The objective was to gauge the maturity of Marketing Technology (MarTech) and identify opportunities for standardization across regions, ensuring streamlined processes and tools.
Challenge
Global Pharma Company faced the challenge of disparate marketing practices and tools across its regions, leading to inefficiencies and a lack of standardized processes. To address this, the company aimed to assess the current state of its MarTech and formulate a strategic plan for standardization.
Solution
To tackle this challenge, a comprehensive MarTech maturity model was developed, focusing on key pillars: Data Management, Marketing Orchestration, Analytics, and Marketing Automation. Extensive interviews were conducted with Marketing Managers, Marketing Analysts, and the Marketing Tech team across all regions and business units. This approach provided a detailed analysis of people, processes, tools, and data.
Methodology
Maturity Models: Developed models against key pillars to evaluate current capabilities and identify areas for improvement.
Stakeholder Interviews: Engaged with Marketing Managers, Analysts, and Tech teams to gain insights into regional practices.
Mapping Analysis: Mapped the current state of people, processes, tools, and data across regions and business units.
Business Outcome
The outcomes of this initiative were transformative:
Holistic Understanding: The client gained a deep understanding of Marketing Campaign execution, tools utilized, and the intricacies of people and processes across all regions.
Maturity Gap Analysis: A detailed analysis was presented to the executive team, highlighting gaps in maturity. This facilitated a nuanced understanding of how critical aspects such as audience management, consent, and customer 360 were handled across diverse regions.
Blueprint for Standardization: A comprehensive blueprint for a global standard and organizational structure was presented. This laid the foundation for standardized processes and tools, promoting efficiency and consistency.
Conclusion
Global Pharma Company's journey towards MarTech maturity not only provided clarity on the current state of marketing practices but also paved the way for a standardized, globally aligned approach. The company now stands equipped with insights and strategies to enhance marketing excellence across all regions, setting the stage for sustained success in an increasingly competitive landscape.