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Marketing Technology Evaluation for a US Pharmaceutical company


Mergers and acquisitions has become a commonplace in the Life Sciences industry. Our client approached us in a similar situation – after a major acquisition, they wanted to evaluate the marketing capabilities of both organizations to structure a path towards the future marketing technology ecosystem.

About the Client

A large American pharmaceutical enterprise with a presence across the globe.

Business Challenge

  • To understand the gap in technology stack between the organizations’ Marketing capabilities. Map existing and future use cases and the functionalities required in a future state MarTech ecosystem.
  • Detailed analysis of Marketing Automation, Analytics, Customer Data and DMP gaps between the organizations.
  • Develop an impact analysis to understand which technology stacks should be retained.
  • Develop POV analysis and recommendations to provide a best of breed approach for decision makers. Evaluation maps of several tools (Adobe Marketing tool set, Salesforce Marketing, various CDP tools including segment and BI Tools such as Power BI, Tableau, Datorama and QlikView).

Our Solution

  • Conduct stake holder interviews to understand current and future state architecture and use cases.
  • Review tens of client documents to map current state analysis for both the entities.
  • Develop Venn diagrams to map the commonality between both the ecosystems in technology/use cases.
  • Developed Quadrant analysis to identify technologies that has high commonality and low effort across different functionality areas – Customer 360, Decisioning Analytics, Marketing Automation, Customer Data Platform and Journey Orchestration.
  • Develop detailed functionality and capability gap analysis across each of the above listed areas.
  • Develop a priority road map to help client understand which technology to keep which one to be replaced by a target system.

Delivering more value:

  • MarTech Gap Analysis between the two organizations
  • Customer Data Platform and Customer 360 tool analysis between different vendors (Adobe, Salesforce, etc.)
  • Current State and Future State Functionality analysis for both entities.
  • Future State Roadmap and Quadrant analysis to understand priorities for road mapping
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