Introduction
Seizing Opportunities to Drive Organizational Growth
For a life sciences client, its leadership saw an opportunity to revamp the commercial structure, clarify roles and responsibilities, and align resources to accelerate top-line growth. Since 2010, the client has seen significant growth, following nearly ten acquisitions, but the integration of commercial functions has led to limited growth in the U.S. and China. Sales resources are oriented by sector, teams are product specialists and no one team owns the account, while the European team is in the midst of transitioning from a territory to a segment-oriented sales structure.
Approach
Introducing New Customer-Centric GTM Strategy
Since the client had low data maturity, benchmarking or goal setting was a challenge. Instead, Alexander Group designed marketing teams to enhance the execution of a new customer-centric go-to-market (GTM) model by aligning on marketing strategy, proposing a newly integrated organizational structure, mapping current capabilities and aligning on dedicated vs. shared resource options.
Key Findings
Marketing Organizations Spend Most on Marketing
Throughout the engagement, Alexander Group uncovered that the client’s Modern Marketing Organizations spend approximately 10.8% of their revenue on Marketing. In comparison, life sciences average is 7.8% while the client overall spends < 1%.
Marketing Spend
Life Sciences Spend
Client Spend
Recommendations & Outcomes
Aligning Functional Resources for Efficiency and Clarity
Based on the findings uncovered during the engagement, Alexander Group’s recommendation was to align functional resources according to product and end-market expertise, as well as region-specific commercial alignment. By consolidating efforts, the client can promote efficiency and share resources serving common end markets across the firm. To provide clarity around roles, the Alexander Group created a RACI Matrix by both functional and sub-functional activities. We then identified and created job profiles for twenty-three potential future-state roles including marketing research, marketing managers, content writers, marketing operations, digital marketing, data analytics and product management.
Finally, Alexander Group assessed current-state marketing metrics and KPIs and recommended five new metrics to assist the client in better understanding the effectiveness of their marketing spend. As a result, the new marketing structure is anticipated to reduce marketing headcount spend by 3.5% and improve overall efficiencies.
Trusted Marketing Expertise to Lead Organizations Through Transformations
For organizations looking to align resources and clarify roles and responsibilities, the Alexander Group can help by assessing GTM strategy, resource alignment, mapping capabilities and more. Contact us today to learn how we can help your organization drive growth.
About Alexander Group
Alexander Group understands your revenue growth challenges. Since 1985, we’ve served more than 3,000 companies across the globe. This experience gives us not only a highly sophisticated set of best practices to grow revenue—we also have a rich repository of unique industry data that informs all our recommendations. Aligning product, marketing, operations and finance efforts behind a successful sales organization takes insight and hard work. We help the world’s leading organizations build the right revenue vision, transform their organizations and deliver results.
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