Smoothing Organizational Friction to Make Way for Agile Transformation

Posted by Erin Liman on Wed, Feb 19, 2020

MaryAnn Godwin and Sean Sinisgalli co-wrote this blog post with Erin Liman.

One of the most pervasive and difficult challenges facing agile marketing transformation is other functions’ lack of buy-in or responsiveness. This is especially common in healthcare, where speed is often directed by compliance and regulatory timelines. Here’s how to smooth organizational friction to make agile transformations work:


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Don't Let Old Processes Slow Down Your Agile Marketing Team

Posted by Erin Liman on Fri, Feb 14, 2020

MaryAnn Godwin and Sean Sinisgalli co-wrote this blog post with Erin Liman.

Agile marketing teams, anchored by multi-disciplinary employees and boosted by outside team members, are too often slowed down by outdated processes: burdened by annual brand planning, with self-imposed review cycles and rigid budgets. Here’s how healthcare organizations can streamline and align processes to meet agile speeds:


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Thinking Beyond the Conventional Definitions of Team

Posted by Erin Liman on Mon, Feb 10, 2020

MaryAnn Godwin and Sean Sinisgalli co-wrote this blog post with Erin Liman.

Even with the right mix of employees, healthcare organizations often lack sufficient resources, capabilities and customer closeness to fully realize the results promised by cross-functional, self-governing, customer-focused agile marketing teams. To overcome this, push the conventional boundaries of a team by getting the most from your relationships with outside resources such as agencies and consultants and keeping your loyal customers’ perspectives in mind.


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For Agile Marketing Success, Be "Multi-Minded"

Posted by Erin Liman on Fri, Jan 31, 2020

MaryAnn Godwin and Sean Sinisgalli co-wrote this blog post with Erin Liman.

For healthcare marketers, agile marketing transformations are essential in adapting to today’s data-driven, customer focused, rapid response world. Making an agile marketing transformation means avoiding four main pitfalls, the first of which is not recognizing and solving problems analytically and creatively — what we call “multi-mindedness.”


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How an Agile Model Can Help Marketing Teams Be More Customer-Centric

Posted by Shantanu Ballal on Tue, Aug 13, 2019

Karthik Ramasubramanian co-wrote this blog post with Shantanu Ballal.

As pharma marketing organizations start implementing customer-centric capabilities, we start to see two key issues surface. First, the need for marketers to shift their focus to understanding customer preferences to drive personalization strategies. Second, the need for marketers to leverage cloud-based computing and adopt the right business processes to deploy personalization strategies into the marketplace. Pharma companies struggle with these customer centricity shifts due to departmental silos, hand offs between teams and stakeholders, and a shared lack of objectives. An Agile model—which helps organizations solve complex business and technology problems in order to deliver iterative value to customers—is being tested in the marketplace in order to address these issues, but there’s more to it than just speed.


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