Marketing Technology to Enable Customer Obsesion By Rohit Prabhakar

Marketing Technology to Enable Customer Obsession

Rohit Prabhakar Corporate Marketing

Digital Center of Excellence

•  McKesson is market leader in Pharmaceutical Distribution, Medical-Surgical Supplies and Health Care Information Technology. Currently #11 on Fortune 500 list.

•  I am responsible for Digital Marketing Transformation •  Digital Marketing Strategy

•  Marketing Technologies

•  Digital Center of Excellence

Me and McKesson

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Where are we focused in MarTech

@rohitprabhakar

•  ways to get data about your customers’ needs, preferably in alignment with their changing life needs;

•  ways to bring the data together into a single portrait;

•  content that addresses their needs, and the means to re-use it;

•  tools to deliver the content at the right time;

•  personalization and A/B testing; and

•  ways to get customer feedback from social communities and elsewhere, since customer satisfaction-focused brands don’t stop at sales.

Recommendations for MarTech Have a mindset that focuses on

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“Technology is the biggest enabler but not the reason”

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Marketing Transformation to become Customer Obsessed

Rohit Prabhakar Corporate Marketing

Digital Center of Excellence

@rohitprabhakar

Form a Strategic Vision that supports the business objective

“Customer Experience fuels Business growth”


VISION

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ENLIST A VOLUNTEER ARMY Raise a large force of people who are ready, willing and urgent to drive change.

SELL

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CREATE A SENSE OF URGENCY Craft and use a significant opportunity as a means for exciting people to sign up to change their organization. •  Use data to identify and define the opportunity. •  Ideal opportunity is small, needs short timeline and has a

strong ROI


MARKET

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•  GENERATE SHORT TERM WINS

Consistently produce, track, evaluate and celebrate volumes of small and large accomplishments – and correlate them to results.


EXECUTE

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•  INSTITUTE CHANGE

•  Digital CoE

•  Digital Marketing Academy


SUSTAIN

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•  Over communicating the vision

•  Expecting a tough ride & not giving up to obstacles

•  Using the power of data

•  create a sufficiently powerful guiding coalition

•  create short-term wins

•  anchor changes firmly in the corporate culture

If I have to do it again, I will focus on

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www.linkedin.com/in/rohitprabhakar @rohitprabhakar

ROHIT PRABHAKAR
