building a center of excellence

BUILDING A

CENTER OF

EXCELLENCE FORM & FUNCTION OF CUSTOMER

ENGAGEMENT

Neil Keene

ABOUT MENeil Keene

Neil Keene is a pharmaceutical marketing innovator and digital/MCM expert with over 20 years of progressive experience ranging from large organizations to startups.

Neil began his career in the marketing agency arena in NYC, playing a strategic role with global firms Wunderman (Y&R), FCB and DraftWorldwide. He transitioned into the Pharmaceutical space in 2000, working with market-leading pharmaceutical companies GSK, Teva Pharmaceuticals and Forest Laboratories. Neil was on the management launch team that received FDA approval of Viibryd and executed the successful sale of TrovisPharmaceuticals to Forest Labs (FRX) for $1.3B in 2011.

Neil has worked with multiple large pharmaceutical and biotech companies on development and improvement of CoE for Customer Engagement Management

AGENDA

Evolution of Strategic Marketing 2000-2017

CoE and Customer Engagement Marketing

(CEM) efforts?

Evaluating Challenges

Creating a Framework for Success

Structure, Function, Process

Measuring KPIs and Engagement

Q&A

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DIGITAL EXECUTION HAS CHANGED AND

ORGANIZING STRATEGY HAS EVOLVED

Database

Marketing

CRM Customer

Engagement

Management

Building a Center of Excellence for Customer Engagement 4

EVOLUTION OF STRATEGIC MARKETING

2000-2017

DATABASE

MARKETING

CRM CUSTOMER

ENGAGEMENT

MANAGEMENT

MULTI-

CHANNEL

MARKETING

Building a Center of Excellence for Customer Engagement 5

WHAT SHOULD A CoE DO FOR

YOUR ORGANIZATION?

A center of excellence for MCM/CEM should drive and coordinate

the organization’s the entire efforts

This provides guidance on how the organizations

core digital assets and IT systems can be

leveraged, freeing leadership teams to focus on

what is unique about their markets and brands.

A successful approach can balance the need to be

cost effective with the creativity essential to meet

the needs of segments of one, allowing for

seamless execution and ease of analysis for ROI

Building a Center of Excellence for Customer Engagement 6

EVALUATING YOUR ORGANIZATIONS’

CHALLENGES

People come first then ‘Systems’

Define thesolution first, then Create the solution

Thread through

the solution should be the framework

Involve your vendors

and agencies and make them ‘partners’

Building a Center of Excellence for Customer Engagement 7

INTEGRATION & TRAINING THROUGHOUT YOUR

RE-INVENTION

Brand teams play an essential part in successful CoE implementation with brand marketing incorporating CES in their brand plans and provide

MCM-ready content.

Lack of Innovation: CoE engagement have issues due to lack of understanding,

employing only known tools and past strategies in strategic planning.

Introduce Important CoE Processes into how Marketing Tactics and

Strategies are planned and executed. Marketing Excellence: Channel mix, Targeting, Segmentation, Analysis

Successful companies have embarked on a rigorous program to

train their brand teams to produce Content Marketing: Include all stakeholders and CoE in brand

strategies whenever possible.

Building a Center of Excellence for Customer Engagement 8

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CREATING A FRAMEWORK OF

STRUCTURE, FUNCTION & PROCESS

CREATING A FRAMEWORK:

STRUCTURE

MAPPING CoE STRUCTURE WILL REQUIRE DEEP

EXPERIENCE IN CULTURAL CHANGE MANAGEMENT

What positions and leaders should be in what

organizational structure of your CoE? - Linking with

corporate strategy and establishing a new improved culture

Define processes and elements - increased synergies

Document and map out the vision for the future –

increased ROI

Building a Center of Excellence for Customer Engagement 11

Important Considerations

1. Creating structure alignment with roles and responsibilities

2. Implementation plans

3. Executive and Marketing buy-in

ONLY 23% OF

B2B MARKETERS claim to have a customer-centric

organizational structure–versus a

channel- or product-centric structure.

Scale your B2B Customer Obsession with a Go-to-Customer Strategy.

Forrester’s Strategic Plan: The B2B Marketing Playbook

CREATING A FRAMEWORK:

HOW DOES THE

CoE FUNCTION?

Your CoECustomer-Centric

Digital Discovery

Starting point, SWOT,

Gap Analysis

Strategy & Execution

Starting point, SWOT, Gap Analysis

Change

Management

& Scale

Adoption, Change Agents,

Digital Acceleration

Digital

Governance

Accountability, KPIs,

Roles & Responsibilities

Digital Academy

Best Practices, Train the

Trainer, Training Reskilling

Methodology

Tools & Platforms

Agile & Incremental, Insights

& Feedback, Marketing

Technologies

Digital Lab

Ideation & Innovation, Testing,

New Technology

INNOVATION

AND NEW

SYSTEMS OF

MARKETING

OTT Advertising

AR/VR

Big Data

AI/Machine Learning

Programmatic Marketing

Dynamic Online Tools

CREATING A FRAMEWORK:

PROCESS

EACH CORE PROCESS OF SUCCESS WILL BE A

PILLAR WITHIN YOUR ORGANIZATION

Targeting

Building a Center of Excellence for Customer Engagement 17

Segmentation Channel Mix

Methodology

Analysis &

Reporting

Message

Mapping

HOW DO YOU MEASURE CE ROI

KPIs Value/Quality of

Engagement

Creating a Center

for Learning

Building a Center of Excellence for Customer Engagement 18

Digital ROI is Facing ‘Moment of Truth’

Building a Center of Excellence for Customer Engagement 19

P&G conglomerate has a $2.4 Billion U.S.

ad budget

20-30% of waste in media supply chain

”It’s high time that the industry collectively

grows up and adheres to common standard.”

Unilever announced plans to cut its global

roster of agencies in half from 3,000 to

1,500 shops and crank out 30% fewer ads.

During the first half of 2017, lowered

agency spend by 17 percent.

WHAT STRATEGIC DECISIONS ARE NECESSARY

TO CAPTURE THE ELUSIVE ROI?

• Determining the ‘Payoff’ of MCM and CE

• Structure of CoE will breed your philosophy throughout organization

• KPIs need to be based on value not click rates or visits to apps

• Function of matching digital activity to value is not a KPI or a reliable measure

• Transform the entrenched Process of ‘test and control’ in your organization

• Plan for change and required patience to change

• Measurement of customer engagement depends on relevance

Building a Center of Excellence for Customer Engagement 20

SUMMARY

Executive buy-in, leadership and ownership.

Center of Excellence objectives are driven by

line of business leaders but captured and

managed by the Center of Excellence in light

of the vision and mission of the company.

The Center of Excellence is empowered to be

an organizational change agent.

Cross-departmental collaboration is enabled,

supported and rewarded.

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THANK YOU!

BLOG:

www.neilkeene.com

FOLLOW:

@neilkeene