Challenge
Actable partnered with a leading global eye care company to develop a future state MarTech vision that spanned geographies and business units. The customer was challenged with technology siloes that primarily enabled Sales and Product. However, there was a large opportunity to create more orchestrated consumer experiences that could not be achieved with the lack of data available to drive marketing use cases, underutilized MarTech capabilities, and operational siloes.
Solution
Actable introduced its use case-driven framework to assess current capabilities core to delivering consumer experiences and develop a future state recommendation. Actable led discovery with 18+ stakeholders and curated workshops across the organization to address business objectives, use cases, and data and technology gaps.
Discovery sessions informed a maturity assessment across 34 capabilities spanning data management, orchestration, insights, and experience delivery (i.e. Paid Media, Email, Site) to reveal where the customer sat among industry standards. The exercise identified key gaps across data, technology, and the organization.
The next phase of the engagement was focused on recommendation development to resolve gaps. Actable built a target state architecture to support marketing use cases, enabling both Eye Care Professional and Patient experiences. Actable’s recommendation to reach target state included 40 initiatives that were organized into an execution roadmap spanning 3 years.
Results
Actable shared the recommendation with 20+ stakeholders across the organization, and the execution roadmap received alignment from the customer’s Data & Technology organization as a key driver of the MarTech vision.
As an immediate follow-up to the recommendation, Actable identified 3 high-priority initiatives to execute, which were the development of foundational analytics and activation use case roadmaps to inform data integration needs for a customer database. Actable’s ability to action quickly from the recommendation continued momentum towards the overall vision and maintained a use case-driven framework to inform future requirements planning.
