Future Pharma’s Post

Pharma needs to see CMOs and marketing leaders as "Growth Unifiers" What the hell does that mean, you say Well, it's interesting seeing some of the posts following the excellent NEXT Pharma Summit - especially on the excitement about the future of CX and customer focus, yet still the caution around the ability of pharma to implement and really change. This links strongly to the piece I posted last week on the relationship between CEO and CMO (in other sectors) and the need for change in how pharma sees the role of marketing (leaders) - especially in it's role to drive innovative growth. The McKinsey & Company article highlights the need for the CMO to be the growth unifier - which means becoming the Chief Customer Advocate - "an executive to remove friction for customers. We have to stop operating like our org chart. We need to operate how the customer wants us to." 

How do you know if your commercial platform is equipped for success? The commercial platform for an organization or brand extends across functional areas of the business. When working synergistically, the commercial platform is greater than the sum of the functional areas that contribute to commercial success. When commercial synergy is achieved, the result is a harmony that is heard, recognized, and applauded by internal and external stakeholders. It is likely that most all of us have been on both ends of the harmony spectrum. We have sang with full voice in the harmonious choir. And, we have also found occasion to dip behind an alto or a tenor when the choir is not quite ready for prime time. At Six Bridges Advisors, we are fortunate to have the opportunity to come alongside and assist leaders of organizations and brands in their quest to improve patient care and enhance medical practice. These conversations require us to drill down to uncover the levers for market adoption, trajectory, and loyalty specific to a market, the market’s stakeholders and influencers, and the organization. These conversations typically yield plans to mature the organization’s efforts in six areas of commercial competency. The commercial competency checklist below provides commercial leaders with the framework to initiate an evaluation of the level of commercial competency operating in their organization or supporting their brand. And, though presented as a checklist below, a “better” discussion results when the competency areas are explored and discussed relative to the market requirements, the competition, and the maturity of the organization. Ultimately, our work with clients yields a dashboard that reflects the importance of - the competency to the organization’s commercial success with their stakeholders, - the maturity of the competency in the organization relative to competitors and to market requirements (now, next, and not too distant), and - the bridge tactics necessary to secure a distinctive advantage. Six Bridges Advisors is equipped to assist a leadership team in an assessment of their commercial competency. Leaders can expect the discussion to produce a dynamic dialogue that ultimately results in clarity and purpose with respect to the path forward to acheiving a distinctive commercial competency advantage. #meddevice #medtech #commercialization #strategy #strategicplanning #digitalhealth #lifesciences #durablemedicalequipment #winning

Embracing Innovation in Commercial Strategy: A Call to Action for Biopharma Leaders 💊💡 To my fellow Commercial Leaders in biopharma, 💎 The landscape of our industry is evolving at a rapid pace, demanding a shift in our traditional go-to-market models. 💎 As we navigate this dynamic environment, it is imperative that we reexamine our organizational operating models to stay ahead of the curve. 💎 Gone are the days of rigid, function-based structures and spending allocations determined by conventional ratios. 💎 The future beckons a more agile approach, one that empowers us to adapt swiftly to changing market dynamics and customer preferences. 💎 How do we achieve this transformation? By leveraging insights derived from customer and patient data to tailor our strategies to meet their evolving needs. 💎 In this age of information abundance, data fragmentation and bottlenecks pose significant challenges. 💎 As Commercial Leaders, we must explore innovative evidence-generating tools that can expedite the resolution of these issues. 💎 These tools hold the key to unlocking actionable insights that can drive decision-making processes and enhance our competitive edge in the market. 💎 Let us embrace this shift towards novel go-to-market models with open minds and a readiness to embrace change. 💎 By reimagining our operating models and harnessing the power of advanced evidence-generation tools, we can propel our organizations towards greater success and impact. 💎 Together, let us lead the charge towards a future where adaptation, agility, and data-driven insights define our commercial strategies. 💎 Looking forward to engaging in transformative discussions with you all. Warm regards, -Rob #biopharma #commercial #evidencegeneration

Are your current client growth strategies missing the mark, are you questioning the effectiveness of traditional ABM approaches, or looking for new ways to enhance and invigorate revenue marketing? Join seasoned C-suite leaders, ABM practitioners, and a special keynote from the renowned performance coach Jamil Qureshi at Rethink ABM London on 25th June. It’s a provocative one-day event to usher in a new era of client-centric strategies. Sessions include: - High-performance strategies from the world’s elite, featuring coach Jamil Qureshi - Breaking the account-based inertia, featuring CMO Dr Charles Doyle - Generative AI unleashed: The revolution or ruin of client growth? featuring Elliott Young, CTO EMEA, Dell Technologies - How to deepen trust with CxOs, featuring a panel of vendors and client-side buyers And more… We’re also offering a limited number of bespoke 1-2-1 advisory sessions in which we’ll tackle your biggest challenges head-on. Rethink ABM is a chance to ignite your passion, inspire action, and incite change. Register now:

Same same (marketing challenges), but different: I used my day off for a CMO roundtable discussion yesterday. Despite it being a public holiday in Germany, I enjoyed the knowledge exchange with APAC marketing & sales leaders. What I find interesting about such discussions is the diversity of participants. Same same (marketing challenges), but different: - Industries: legal, sourcing, analytics, AI ... - Best practices: triggering new ideas - Company sizes: startups to corporates - Lessons learned: what worked, what didn't 𝐖𝐞 𝐨𝐟𝐭𝐞𝐧 𝐟𝐚𝐜𝐞 𝐭𝐡𝐞 𝐬𝐚𝐦𝐞 𝐜𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞𝐬 𝐛𝐮𝐭 𝐞𝐦𝐩𝐥𝐨𝐲 𝐝𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭 𝐭𝐞𝐜𝐡𝐧𝐢𝐪𝐮𝐞𝐬 𝐭𝐨 𝐭𝐚𝐜𝐤𝐥𝐞 𝐭𝐡𝐞𝐦. Time well spent on my day off. Thanks to The Ortus Club - Executive Knowledge Sharing for the invite. PS. Do you prefer virtual or in-person roundtable discussions?

Some very insightful takeaways from a recent Sales Leaders Summit hosted by Seismic in APAC. 💡

Sitting with our CRO & President Hayden E. Stafford and some high-quality APAC Sales Leaders, I learnt a few things worth sharing… ⚡ Five things that matter to CRO's to drive efficient GTM practices: 1.) Always have an ROI story – showcase your customers value realisation. 2.) Differentiate by productivity – AI should become table stakes. 3.) Enhance value prop via functional expansion – activate all teams >> marketing and CS leaning into Sales >> Sales and Services leaning into Customer Success. 4.) Focus beyond non tech aspect – play out the needs of your customer's customer. 5.) Tech consolidation - prioritisation of tools that help drive productivity is vital. The discussions also highlighted a shift in strategic priorities for 2024: • Activating the right tools to improve customer retention with high quality customer data intelligence, and • Focusing on enablement as an important path to productivity improvement Thanks to those who were able to join the session. If you missed it and wanted to get the full details of the 💡 Adapting and Thriving in 2024 - Digital Transformation and AI Integration in Sales Leadership 💡 , reach out to myself or Daniel Lodge VP APAC at Seismic. More than happy to share. #SalesLeadership #DigitalTransformation #Enablement #TechIndustry #TelcoIndustry #RevenueLeaders #DigitalFirstSales #Seismic

🚀 Unlocking Digital Success for B2B Leaders 🚀  Are you a forward-thinking B2B leader who recognizes the potential of digital transformation?  The real challenge is securing executive support and quantifying its impact. We've teamed up with Apply Digital on our latest report, "Making the Case for Digital Change" along with Algolia, commercetools and Contentstack. The report features real-world case studies from prominent B2B manufacturers and distributors and aims to guide you on: 🌟 Winning executive buy-in through compelling storytelling. 🌟 Creatively measuring change impact with data-driven insights. 🔗 Dive into the full article below! Elevate your B2B leadership through the transformative power of digital. ✨ #DigitalChange #B2BLeadership #ROI #SuccessStories

There were so many key takeaways from this CMO panel session with Sian Chadwick, Glenn Flower and Janine Pares but to mention a few that were covered: 𝗧𝗵𝗲 𝘀𝗸𝗶𝗹𝗹𝘀 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 𝗼𝗳 𝘁𝗵𝗲 𝗳𝘂𝘁𝘂𝗿𝗲 𝗻𝗲𝗲𝗱: - Financial acumen. Become best friends with finance - Find ways to improve productivity - the efficiency’s in day to day to allow more time in deep thinking  - Critical thinking 𝗪𝗵𝗮𝘁 𝘁𝗵𝗲𝘆 𝗮𝗿𝗲 𝗲𝘅𝗰𝗶𝘁𝗲𝗱 𝗮𝗯𝗼𝘂𝘁 𝗳𝗼𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴’𝘀 𝗳𝘂𝘁𝘂𝗿𝗲: - Transformation agenda - how marketing can continue impacting business and its success.  - Colleague engagement and resilience. Supporting and caring for employees and teams  - Gen AI - demonstrating value and direct results on productivity improvements. 💡 "𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝗳𝗶𝗹𝗹𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗰𝘂𝗽 𝗮𝗻𝗱 𝗹𝗼𝘃𝗲 𝘆𝗼𝘂𝗿 𝘄𝗼𝗿𝗸" - thanks again for the great advice Sian, Glenn & Janine #B2BMktgAPAC #B2BMarketing B2B Marketing Leaders Forum TSM | Thinksmart Marketing  #ThoughtLeadership https://lnkd.in/eiBbGZT

🎯 Precision marketing at scale enables life sciences organizations to go beyond broad strategies and tailor their marketing efforts to individual customers' needs and preferences. Join Lauren Li (Ipsen), Anurag Thakore(Bayer), and Marut Setia discuss precision marketing strategies to go beyond raw data, and enable profound relationships with customers.