Marketing Technology Evaluation for a US Pharmaceutical company

Challenges

The client is a large american pharmaceutical enterprise with a presence across the globe seeking our support to:

• Understand the gap in technology stack between the organizations’ Marketing capabilities. Map existing and future use cases and the functionalities required in a future state MarTech ecosystem.
• Detailed analysis of Marketing Automation, Analytics, Customer Data and DMP gaps between the organizations.
• Develop an impact analysis to understand which technology stacks should be retained.
• Develop POV analysis and recommendations to provide a best of breed approach for decision makers. Evaluation maps of several tools (Adobe Marketing tool set, Salesforce Marketing, various CDP tools including segment and BI Tools such as Power BI, Tableau, Datorama and QlikView).

Solution

• Conducted stakeholder interviews to comprehend current and future architecture and use cases.
• Reviewed numerous client documents to analyze the current state for both entities.
• Created Venn diagrams to visualize technology and use case overlaps between ecosystems.
• Employed Quadrant analysis to pinpoint technologies with significant overlap and minimal implementation effort across Customer 360, Decisioning Analytics, Marketing Automation, Customer Data Platform, and Journey Orchestration.
• Conducted detailed functionality and capability gap analysis across the aforementioned areas.
• Developed a prioritized roadmap to guide clients in deciding which technologies to retain and which to replace with target systems.

The Impact

• Achieved a comprehensive understanding of technology stack gaps between the two organizations.
• Customer Data Platform and Customer 360 tool analysis between different vendors (Adobe, Salesforce, etc.)
• Shared the current state and future state functionality analysis for both entities.
• Recommended Future State Roadmap and Quadrant analysis to understand priorities for road mapping.