Decisions and actions aimed at gaining a sustainable competitive advantage through maximizing value from a company’s technology investments in order to unleash innovation – for the company, its employees and its customers.
The maturity curve for digital omnichannel reflects a company’s progression from siloed channels to a fully integrated, customer-centric approach. At advanced stages, businesses deliver seamless experiences across all touchpoints, leveraging data and technology to anticipate customer needs and personalize interactions. Superior customer service is achieved by exceeding expectations, fostering trust, and creating meaningful connections that turn customers into loyal advocates.
Case Studies
Omnichannel Adoption and Cross-Functional Collaboration
Aligning different departments on common goals and methods.
- Leveraging multiple channels (email, meetings, collaboration tools) to ensure everyone was on the same page.
- Creating a culture of continuous improvement and adaptability.
- Overall, the combination of adopting agile practices, enhancing communication, and focusing on capability-building resulted in impressive improvements in delivery performance.
Situation: The company was facing challenges in delivering on time. Functionality for business counterparts was either delayed or not as expected.
Actions: Learning SAFe (Scaled Agile Framework).Training all teams to adopt a sprint cycle. Building requirements that all departments could understand. Built new capabilities that supported the business. Established clear communication channels across business and IT. Upskilled all teams.
Results: Delivery rate improved from 40% to 85% over 18 months. Achieved this with 150 developers. Emphasized continuous upskilling of all teams and constant transparency with demos and a change management of a culture of agile.
Omnichannel With Lead Generation and Automated Campaigns
By leveraging LinkedIn, YouTube, and third-party sites like MedScape and Doximity, the company saw a 40% increase in lead generation. This strategy also improved the customer experience by providing near real-time information and allowed brands to make data-driven decisions. As a result, there was better engagement with healthcare practitioners and actionable insights for business growth.
Situation: Brands were looking to generate quality leads using LinkedIn and YouTube, as well as other third-party sites like MedScape and Doximity communities.
Actions
- Created Social Media Ads and Lead Generation Magnets: Developed targeted social media ads and attractive lead generation magnets (e.g., ebooks, co-pay cards, cookbooks, etc.) to capture the attention of healthcare practitioners.
- Forms to Capture Contact Information: Implemented forms on these platforms to capture contact information from interested healthcare practitioners.
- Connected SFMC (Salesforce Marketing Cloud) and Social Media Sites: Integrated SFMC with LinkedIn, YouTube, MedScape, and Doximity to ensure seamless data flow and lead management.
- Sent Emails to Healthcare Practitioners (HCPs): Utilized email marketing to send personalized and targeted messages to HCPs.
- Alerts to Reps: Sent alerts to sales representatives to follow up with leads in a timely manner.
Results
- 40% Increase in Leads Generated: Successfully increased the number of leads by 40%.
- Improved Customer Experience: Enhanced the customer experience by providing near real-time information.
- Actionable Data for Brands: Enabled brands to make better decisions with the actionable data obtained from the leads.
Privacy is the Cost of Doing Business: Global Consent Repository Project
With the regulation of the GDPR and its $20 Million penalty for incorrectly capturing consent across enterprise customer facing systems, developing systems that can capture consent across multiple channels and communicate to each supplier the opt outs, unsubscribes and consent is a necessity.
Situation: A globalized system to capture consent became a business necessity and to be able to create a clear picture of consent across all the enterprise communication channels. By laying the foundation of understanding from the GDPR with the goal of complying with the new legislation and avoiding penalties. This project required the alignment of the internal marketing capabilities and enterprise level capabilities that capture opt in / out and consent to build a global consent repository with a phased approach to add in future capabilities.
Targets: Led the efforts in the RFP process to select a vendor to manage the Consent Repository build. Most vendors had not faced this challenge and needed to be directed in a custom build and understanding the policies behind the project. Reached out to key stakeholders and led meetings to drive requirements, and met with EU Sr. Legal Counsel on numerous occasions with different groups to make sure our teams were aligned in building the requirements from a program and legal perspective. Incorporated requirements from Marketing, Analytics, Customer Master, Medical Information, Transparency, and Congresses and Events Teams.
Action: Developed a business case for the EU Consent Repository to justify the spend for an innovate program within commercial and to align with the initial priorities of email unsubscribe and consent capture and then eventually enterprise. By building this repository now, we will be building for the future of consent management and paving the way for an enterprise standard.
Results: Saved over $100,000 in vendor selection costs through the RFP, built to avoid the future penalty of $20 Million or 4% of total revenue from the new GDPR legislation.
Global Enterprise Strategy: From Global to Individual Country, iPad Digital Detail Aid Deployment
A large global pharma company brand wanted to roll out a deployment of a digital detail aid in 20 countries within the European Union. This was a pioneering step for this company because before there were not any specific European guidelines for one template. Now with the implementation of the digital solution, the message and template would communicate the same message across all countries.
Situation: Create a cost effective solution across multiple countries with a master template to convey the right message in each country.
Targets: Physicians in 20 countries
Action: Adapting to the marketing strategy with the advertising and marketing departments of the pharma company. At a global level, the key messages and images are selected, then at a European level the general content and flow are established, and finally the individual countries can customize the content to the regulatory constraints and local information.
Results: With 60 assets (screens) for 20 countries in 12 languages in less than 8 months, the final project was delivered. The training program was held for 50 people across all of Europe was held in 2 days. On average each country saved 40,000 euros by deploying a template at a global level versus going brand by brand per country.
Business Development Strategy: Driving Performance by Establishing New Verticals
Sales are critical to the growth of any organization. To find potential leads that are highly qualified and likely to produce a sale is both an art and a science. The methodology of finding synergies between companies and clients comes from a depth understanding of the value an organization brings to potential clients. With the goal to establish and create verticals to grow the company and be able to paint the picture of value to key stake holders from the initial short prospecting email with a call to action to the first series of meetings to continue to keep the dialogue continuous and highly targeted until the end of the sale process. Also by staying on top of the latest trends in the industry we can then apply the data to each prospect to present a solution to solve their problems in a well thought out and educated manner.
Situation: To grow the pipeline through the development of new verticals, find and generate qualified leads, lead business development discussions.
Action: Acting as primary account strategist for the team, producing highly targeted market research and creating a dashboard of criteria for vetting potential prospects. Composed highly targeted emails and tested messages that created an initial synergy and meeting with prospect.
Targets: Over the Counter products, consumer goods, wearable devices, and health / wellness products
Results: Acting as primary account strategist for the pharma, OTC and medical device sales team, producing highly targeted market research. In 2014 generated over 52 meetings with new prospects from small to big pharmaceutical accounts, OTC, and medical devices and directly helped close a record amount in sales in 2014 plus another record amount projected pipeline from leads generated is 2015. Working with the most difficult accounts and successfully brokered meetings and deals with the accounts.
Mary Lassiter 