Professional Documents
Culture Documents
STAY FOCUSED!
Ana-Maria Boie, MD, EMBA
General Manager Boheringer Ingelheim
Romania
Understand
the Market and
Competition
Activate
Opportunities
Develop the
Strategy
Identify
Target
Stakeholders
Measure
Impact
Execution
Differentiate
the
Product
Efficiency or Effectiveness?
Efficiency
Effectiveness
quantity
quality
TODA
Y
quantity
quality
RIGHT TIME
RIGHT CHANNEL
Multichannel marketing
Customers' decision making process is increasingly complex and
the
way to contribute to that decision takes a multichannel approach.
The importance of having a multichannel marketing strategy is a way
of thinking for todays marketer as a consequence of this decision
making process
A multichannel strategy needs to be about those channels working
in synch, not as separate tactics but as a unified whole;
Activate
Opportunities
Execution
Understand
the Market and
Competition
1
Develop the
Strategy
Measure
Impact
5
6
Measuring Marketing
Effectiveness
Differentiate
the Product
Key challenges
NO REGULAR
MARKETING
EFFECTIVENESS
ACTIVITIES
NO CLARITY OF
HOW TO SELECT
A GOOD METRIC
LACK OF DATA
ISOLATION OF
MEASUREMENT
RESULTS HAVE
NO IMPACT
STAYING
COMPLIANT
Planning in Advance
Design Activity with
Measurement in mind
Commitment of Time
Result Oriented
EFFECTIVE
MEASUREMENT
Objectives
Business Questions
Reporting Tools
Communication
Strategy
COMMUNICATION
TO FIELD FORCE
SALES
MARKETING
SALES FORCE
ENGAGEMENT
BRAND STRATEGY
MANAGEMENT
Sales and marketing can be thought of as two gears that drive each other
alignment is necessary for efficient working across a number of different
areas
STAY FOCUSED
F
O
C
U
S
Flawless
execution
Optimizati
on
Commitm
ent
Understan
d
Synergy