In the last blog post, I covered the first two Cs of Customer-Centric Marketing for pharma, Commitment and Courage. We need to make a Commitment to building a data and insight culture. This begins to build the foundation of customer understanding. But as we soon discover, not everyone appreciates this level of transparency, even in your own company. We need Courage to counter the various hurdles and vested interests that stand in the way of an open and transparent marketing culture.
The next step in building customer-centric marketing is to build the technology platform to integrate every customer touch point and marketing tactic. The project involves integrating every sales and marketing tactics into a Relationship Marketing (RM) platform. We call it “RM-enabling” each tactic. This is hard work and requires an investment in new Capabilities.
The job of RM-enabling every tactic to bring customer data and insight back to a centralized database is a simple idea to articulate but it’s complex to execute.
Moving to outside-in, customer-centric marketing will need new RM capabilities. Capabilities is the third C.
Seldom are marketing organizations or traditional agencies equipped to RM-enable every tactic to capture that outside-in insight, and they will need to develop or hire new capabilities to do it.