Customer obsession is a top item on the marketing agenda of many organizations. There are many ingredients to enabling customer obsession including: marketing technology, people, processes and a strong change management program. Rohit shares insights into how McKesson is making this happen using a center of excellence, martech infrastructure, strong collaboration across all business units/corporate functions and a program to enable the marketers in the digital age.

1. Marketing Technology to Enable Customer
Obsession
Rohit Prabhakar
Corporate Marketing
Digital Center of Excellence

2. • I am part of Corporate Marketing and responsible for Digital
Marketing Transformation
• Digital Marketing Strategy
• Marketing Technologies
• Digital Center of Excellence
• How I landed in this role?
About Me
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3. Customer Insights
Collaboration & Productivity
Marketing Operations
UX Delivery and Optimization
Content Marketing and Optimization
Accessibility, Privacy and Compliance
Security and Performance
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Where are we currently focused on
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4. • Understanding of customer needs and context
• Single view of customer
• Breakdown internal silos
• Right content and how to reuse content
• Delivering a right user experience
• Make customer feedback an integral part
MarTech Mindset for Customer Obsession
Technologies that can enable
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“Technology is the biggest enabler
but not the goal
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7. Form a Strategic Vision that supports the
business objective
“Customer Experience fuels
Business growth”
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VISION
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8. 8
Raise a force of
people who are
ready, willing
and urgent to
drive change.
SELL
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CREATE A SENSE OF
URGENCY by using
data to identify and
clearly articulate the
opportunity.
MARKET and a little more sell…..
@rohitprabhakar

10. Consistently produce, track, evaluate and celebrate volumes of
small and large wins – and correlate them to results.
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EXECUTE
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11. • INSTITUTE CHANGE
• Digital CoE
• Digital Academy
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SUSTAIN
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13. • Understand your organizational culture
• Right dataset can speedup the entire process
• Tie customer obsession to business growth
• Sell the vision and plan to a small but powerful group
• Don’t focus on the late adopters
• Create short-term wins
• Don’t avoid tough questions
• Anchor changes firmly in the organization’s culture
What I learnt
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www.linkedin.com/in/rohitprabhakar
@rohitprabhakar
Happy to help you in your journey!