Making annual planning more customer-driven

Global pharmaceutical company

 
 

Challenge

To build competitiveness through more rigorous and customer orientated planning. We needed to develop a best practice approach to improve the process and capabilities of brand and functional marketing teams around the world.


Luminous at work

  • Collaborated with an international team of marketing leaders to develop global best practice for customer-oriented marketing planning
     
  • Created an approach that puts the customer at the center, including a robust assessment of brand performance, and the development of strategies and tactical plans based on customer insight
     
  • Provided recommendations on the timing and planning cycle in relation to other business processes, such as budgeting
     
  • Facilitated customer insight, situation analysis, strategy development and planning workshops around the globe, across business units

Results

  • There is better understanding of how customers drive brand performance and an emphasis on clarifying those drivers before developing activity plans
     

  • Teams are more focused on understanding customer needs and motivations
     

  • All regions use the same approach and process
     

  • Marketing teams collaborate more effectively with other functions to devise integrated solutions that addressed customer issues
     

  • A diverse range of creative techniques is being used in planning to generate original tactical ideas that enhance the customer experience
     

  • Marketing and brand teams have more confidence that their activities and programs are aligned, address customer needs and are helping to achieve the company’s goals


They collaborated with each of us to get the most out of everyone. The energy built and momentum gained is extremely valuable to the business.
— Head of Strategy & Planning North America