Determine Where You are Now so You Can Plan Your Next Steps
The following questions are a simple diagnostic tool to assess your degree of marketing maturity. By answering ‘yes’ or ‘no’ to each of these, you can get a sense of where you’re currently at.
Q1: Is orchestrated marketing a priority for the company executives? I.e.: dedicated budget and resources allocated.
Q2: Have you implemented your own Digital Outreach Platform, or do you rely on a 3rd party?
Q3: Do you have a customer engagement portal as part of your channel mix?
Q4: Do you collect and consolidate MCM data to improve decision making?
Q5: Can you measure and benchmark effectiveness across all the above-mentioned channels?
The more you can answer ‘Yes’ to these questions, the further your organization is along the curve in maximizing your MCM impact.
Levels on the Customer Engagement Maturity Curve
It’s important to know the answers to these questions but it is not always easy to answer them. I have encountered a lot of marketers who have inherited systems and processes from their predecessors and don’t know where to start to implement improvements. In general, Canadian pharmaceutical marketers can be categorized into three maturity levels based on their ability to effectively and efficiently engage with HCPs.
Sales Force Excellence / CRM
At the bottom of the curve are organizations with tools and processes in place to optimize rep promotion, enabling the commercial organization to integrate sales initiatives and customer activities across multiple sales-focused personas. At this level, digital channels are rarely used and there is usually a lack of integration between sales and marketing, making it difficult to measure ROI.
In the middle of the curve are organizations with a Multichannel Marketing (MCM) approach. MCM is used to complement the rep effort, adding non-personal and digital channels to increase customer connections and provide a more targeted and tailored outreach. Implementing an email digital platform means marketers can engage with their audience in a series of planned interactions to inform, educate, and grow awareness of their brand. Still, there are challenges with organizational silos leading to a sub-optimal customer experience and lack of ability to measure impact of individual or combined MCM activities.
Orchestrated Customer Engagement
At the top right of the curve are a small number of organizations with true horizontal integration for optimal customer experience and insights. The organization has transformed their commercial operations from silos that function independently to a horizontally-aware, highly collaborative sales and marketing organization, functioning in harmony with precisely scheduled and deeply contextualized customer engagement activities. There is measurable ROI on promotional efforts regardless of department or activity channel.
Now that you have a better understanding of where your organization is positioned on the Customer Engagement Maturity Curve, you can start developing a roadmap that will move your organization further along the curve towards true customer engagement.
In the next blog, we will suggest some ideas to increase your share of voice across all your customer segments.