Management team co-authors strategy visualization that explains how digital media team will work together to execute strategy

Case study: Current state – Meet proposed state
Industry: Bio-Pharmaceutical
Solution: Marketing Strategy Visualization & Process Innovation
Deliverables: Destination Statements, Strategy Alignment Plan, Process Assessment, Reengineering and Documentation

A large bio-pharmaceutical company required a clear and instructive communication of how business processes, operational and technological systems and internal/external partners would work together to rapidly deliver full-scale marketing campaigns

Challenge | An internal marketing team responding to rapidly changing technology and requests for deeper, more insightful web trends and analytics was embarking on a significant organizational transformation model that encompassed broad operational and technological change. The deployment of new processes and re-structuring of existing processes to be outcome-oriented would directly impact every department across and throughout marketing and the global partners that contributed to digital marketing campaign delivery.

Despite multiple locations, partners and technology platforms and the variation among Brands, campaigns and analytic request types, it was important the campaign produced a model generally accepted by all stakeholders, a difficult requirement.

Key decision makers were committed to a strategic and dedicated enterprise change communication and strategy visualization that would truly bring understanding of a new, cleaner structure that would help new internal and external partners onboard faster and work more precisely to a specific, measurable objective. The new plan needed to help audiences’ embrace why the change was happening and what their role would be throughout the process and after the new structure was in place.

Action | ECG Studio was selected to provide a comprehensive roadmap that would have meaningful impact on IT, the Business, Brand Managers and Ad-Agencies alike. ECG Studio and the client co-created a multi-phased strategy visualization and process innovation campaign. In phase one, ECG Studio conducted a seires of strategic process discovery sessions with each marketing campaign support and fulfillment team to clearly understand the business case for visualizing strategy and the process the teams would go through. Out of these sessions, ECG Studio co-authored destination statements, operational workflows illustrating opportunities for improvement and outcome-oriented processes. Also created in phase one was a visual roadmap articulating the key stages of the campaign and what would be addressed and accomplished during each.

The second phase of the program leveraged the knowledge and assets of phase-one to create an enterprise view of the workflow and established a “bottom-up” view of the business to later be synthesized with a more “top-down” perspective. The “toolkit” included visual maps presenting detailed information for each department, communications, planning and execution tools and tips and desk level operating processes teams could immediately put to use.

Results | Once business leads from each area had been selected and the communication materials perpared, ECG Studio preapared the agendas and faciliated knowledged transfer sessions presenting each business lead with campaign assets for their area. Feedback from the sessions and assets was awesome with most participants rating the discovery sessions five out of five. Many business leads went on to meet regularly with their teams to build upon the outcome-oriented process model introduced by ECG Studio. Thanks to the dedicated Business Leads and the clear direction and process tools they were given, the Bio-Pharma client now has a dynamic group of Business Leads not only experts in the field of Marketing IT, but have also refined skills associated with change leadership, facilitation and outcome-orieinted thinking.