This was the best framework I’ve seen – intuitive, simple, covering multiple touch-points, it forced us to understand the business and make choices. Excellent, I love it.
Case for Change
A European Healthcare Group with a fragmented portfolio needed to optimise its return on investment. In its current setup the organisation was missing ROI based decision making and found itself within a low maturity Procurement environment.
Shared Vision
To increase ROI by enabling the business to make better choices while lowering risks at brand level and across categories - transforming the marketing and sales departments mindset to be fact based but still bold. At the same time, enable the procurement teams to be better equipped to support the needs of marketing stakeholders with ready to use toolbox.
Feasible Plan
We interviewed key stakeholders to identify barriers to change, defined and aligned a marketing strategy to better support the business objectives and deployed to stakeholders. Together with the team we designed a “fit for purpose” ROI framework based on best practices, clarifying marketing objectives and investment plan. We provided full spend visibility, defined key opportunities and detailed plans by focus categories with procurement and marketing.
Capability to Deliver
To deliver competitive advantage in the long term, we built capabilities through a ‘pilot brand approach’, including a robust test and learn programme, enabling successful “self-sufficient” roll-out and application. We also trained procurement team on marketing purchasing fundamentals.
Result
15% savings opportunities immediately identified. ROI framework was aligned and rolled out to major brands in 3 months, delivering a fact-based tool for ALL marketing spend decisions.
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