Building a Center of Excellence
22
BUILDING A CENTER OF EXCELLENCE FORM & FUNCTION OF CUSTOMER ENGAGEMENT Neil Keene
-
Upload
neil-keene -
Category
Business
-
view
150 -
download
1
Transcript of 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
1
2
345
67
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
1
2
3
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.
1
2
3
4
THANK YOU!
BLOG:
www.neilkeene.com
FOLLOW:
@neilkeene
