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Marketing Technology to Enable Customer Obsesion By Rohit Prabhakar

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From the #MarTech Conference in San Francisco, California, March 21-22, 2016. SESSION: Marketing Technology To Enable Customer Obsession. PRESENTATION: Marketing Technology to Enable Customer Obsesion - Given by Rohit Prabhakar, @rohitprabhakar - McKesson, Head of Digital Marketing Strategy and Marketing Technologies

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Marketing Technology to Enable Customer Obsesion By Rohit Prabhakar

  1. 1. Marketing Technology to Enable Customer Obsession Rohit Prabhakar Corporate Marketing Digital Center of Excellence
  2. 2. •  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 10/25/13 McKesson Corporation Confidential and Proprietary2 @rohitprabhakar
  3. 3. 10/25/13 McKesson Corporation Confidential and Proprietary3 Where are we focused in MarTech @rohitprabhakar
  4. 4. •  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 @rohitprabhakar10/25/13 McKesson Corporation Confidential and Proprietary4
  5. 5. 10/25/13 McKesson Corporation Confidential and Proprietary5 “Technology is the biggest enabler but not the reason” @rohitprabhakar
  6. 6. Marketing Transformation to become Customer Obsessed Rohit Prabhakar Corporate Marketing Digital Center of Excellence
  7. 7. @rohitprabhakar
  8. 8. Form a Strategic Vision that supports the business objective “Customer Experience fuels Business growth” 10/25/13 McKesson Corporation Confidential and Proprietary8 VISION @rohitprabhakar
  9. 9. 10/25/13 McKesson Corporation Confidential and Proprietary9 ENLIST A VOLUNTEER ARMY Raise a large force of people who are ready, willing and urgent to drive change. SELL @rohitprabhakar
  10. 10. 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 10/25/13 McKesson Corporation Confidential and Proprietary10 MARKET @rohitprabhakar
  11. 11. •  GENERATE SHORT TERM WINS Consistently produce, track, evaluate and celebrate volumes of small and large accomplishments – and correlate them to results. 10/25/13 McKesson Corporation Confidential and Proprietary11 EXECUTE @rohitprabhakar
  12. 12. •  INSTITUTE CHANGE •  Digital CoE •  Digital Marketing Academy 10/25/13 McKesson Corporation Confidential and Proprietary12 SUSTAIN @rohitprabhakar
  13. 13. •  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 @rohitprabhakar10/25/13 McKesson Corporation Confidential and Proprietary13
  14. 14. 10/25/13 McKesson Corporation Confidential and Proprietary14 www.linkedin.com/in/rohitprabhakar @rohitprabhakar ROHIT PRABHAKAR
  15. 15. 10/25/13 McKesson Corporation Confidential and Proprietary15

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