BUILDING A

CENTER OF
EXCELLENCE
FORM & FUNCTION OF CUSTOMER
ENGAGEMENT

Neil Keene
 Neil Keene is a pharmaceutical marketing innovator
and digital/MCM expert with over 20 years of
progressive experience ranging from large
organizations to startups.
Neil began his career in the marketing agency arena in
NYC, playing a strategic role with global firms
Wunderman (Y&R), FCB and DraftWorldwide. He
transitioned into the Pharmaceutical space in 2000,
working with market-leading pharmaceutical
companies GSK, Teva Pharmaceuticals and Forest
Laboratories. Neil was on the management launch
team that received FDA approval of Viibryd and
executed the successful sale of Trovis
Pharmaceuticals to Forest Labs (FRX) for $1.3B in
2011.
Neil has worked with multiple large pharmaceutical
and biotech companies on development and
ABOUT ME improvement of CoE for Customer Engagement
Management
Neil Keene
 1 Evolution of Strategic Marketing 2000-2017

CoE and Customer Engagement Marketing

2 (CEM) efforts?

3 Evaluating Challenges

AGENDA 4 Creating a Framework for Success

5 Structure, Function, Process

6 Measuring KPIs and Engagement

7 Q&A
DIGITAL EXECUTION HAS CHANGED AND
ORGANIZING STRATEGY HAS EVOLVED

Database CRM Customer

Marketing Engagement
Management

Building a Center of Excellence for Customer Engagement 4

EVOLUTION OF STRATEGIC MARKETING
2000-2017

DATABASE CRM MULTI- CUSTOMER

MARKETING CHANNEL ENGAGEMENT
MARKETING MANAGEMENT

Building a Center of Excellence for Customer Engagement 5

WHAT SHOULD A CoE DO FOR
YOUR ORGANIZATION?
A center of excellence for MCM/CEM should drive and coordinate
the organization’s the entire efforts

This provides guidance on how the organizations

core digital assets and IT systems can be
leveraged, freeing leadership teams to focus on
what is unique about their markets and brands.

A successful approach can balance the need to be

cost effective with the creativity essential to meet
the needs of segments of one, allowing for
seamless execution and ease of analysis for ROI

Building a Center of Excellence for Customer Engagement 6

EVALUATING YOUR ORGANIZATIONS’
CHALLENGES

Thread through
People come first the solution
then ‘Systems’
should be the framework

Define the Involve your vendors

solution first, and agencies
then Create the solution and make them ‘partners’

Building a Center of Excellence for Customer Engagement 7

INTEGRATION & TRAINING THROUGHOUT YOUR
RE-INVENTION

Brand teams play an essential part in successful CoE implementation

1 with brand marketing incorporating CES in their brand plans and provide
MCM-ready content.
 Lack of Innovation: CoE engagement have issues due to lack of understanding,
employing only known tools and past strategies in strategic planning.

Introduce Important CoE Processes into how Marketing Tactics and

2 Strategies are planned and executed.
 Marketing Excellence: Channel mix, Targeting, Segmentation, Analysis

Successful companies have embarked on a rigorous program to

3 train their brand teams to produce
 Content Marketing: Include all stakeholders and CoE in brand
strategies whenever possible.

Building a Center of Excellence for Customer Engagement 8

CREATING A FRAMEWORK OF
STRUCTURE, FUNCTION & PROCESS
CREATING A FRAMEWORK:
STRUCTURE
MAPPING CoE STRUCTURE WILL REQUIRE DEEP
EXPERIENCE IN CULTURAL CHANGE MANAGEMENT
 What positions and leaders should be in what
organizational structure of your CoE? - Linking with
corporate strategy and establishing a new improved culture
 Define processes and elements - increased synergies
 Document and map out the vision for the future –
increased ROI

Important Considerations
1. Creating structure alignment with roles and responsibilities
2. Implementation plans
3. Executive and Marketing buy-in

Building a Center of Excellence for Customer Engagement 11

ONLY 23% OF
B2B MARKETERS
claim to have a customer-centric
organizational structure–versus a
channel- or product-centric structure.
Scale your B2B Customer Obsession with a Go-to-Customer Strategy.
Forrester’s Strategic Plan: The B2B Marketing Playbook
CREATING A FRAMEWORK:
HOW DOES THE
CoE FUNCTION?
 Digital Discovery
Starting point, SWOT,
Gap Analysis

Digital Lab
Ideation & Innovation, Testing,
New Technology
Digital
Governance
Accountability, KPIs,
Roles & Responsibilities

Methodology
Tools & Platforms
Change
Agile & Incremental, Insights
& Feedback, Marketing
Your CoE Management
Technologies Customer-Centric & Scale
Adoption, Change Agents,
Digital Acceleration

Strategy &
Execution
Digital Academy
Starting point, SWOT,
Best Practices, Train the Gap Analysis
Trainer, Training Reskilling
 OTT Advertising

AR/VR

INNOVATION Big Data

AND NEW
SYSTEMS OF AI/Machine Learning

MARKETING Programmatic Marketing

Dynamic Online Tools

CREATING A FRAMEWORK:
PROCESS
EACH CORE PROCESS OF SUCCESS WILL BE A
PILLAR WITHIN YOUR ORGANIZATION

Targeting Segmentation Channel Mix Message Analysis &

Methodology Mapping Reporting

Building a Center of Excellence for Customer Engagement 17

HOW DO YOU MEASURE CE ROI

KPIs Value/Quality of Creating a Center

Engagement for Learning

Building a Center of Excellence for Customer Engagement 18

 Digital ROI is Facing ‘Moment of Truth’

 P&G conglomerate has a $2.4 Billion U.S.

ad budget
 20-30% of waste in media supply chain
 ”It’s high time that the industry collectively
grows up and adheres to common standard.”
 Unilever announced plans to cut its global
roster of agencies in half from 3,000 to
1,500 shops and crank out 30% fewer ads.
 During the first half of 2017, lowered
agency spend by 17 percent.

Building a Center of Excellence for Customer Engagement 19

WHAT STRATEGIC DECISIONS ARE NECESSARY
TO CAPTURE THE ELUSIVE ROI?

• Determining the ‘Payoff’ of MCM and CE

• Structure of CoE will breed your philosophy throughout organization
• KPIs need to be based on value not click rates or visits to apps
• Function of matching digital activity to value is not a KPI or a reliable measure
• Transform the entrenched Process of ‘test and control’ in your organization

• Plan for change and required patience to change

• Measurement of customer engagement depends on relevance

Building a Center of Excellence for Customer Engagement 20

 1 Executive buy-in, leadership and ownership.

Center of Excellence objectives are driven by

2 line of business leaders but captured and
managed by the Center of Excellence in light
of the vision and mission of the company.

SUMMARY
The Center of Excellence is empowered to be
3 an organizational change agent.

Cross-departmental collaboration is enabled,

4 supported and rewarded.
THANK YOU!
BLOG:
www.neilkeene.com

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@neilkeene