|
|
Wyeth CRM Operations
Wyeth is one of the global leaders in research-based pharmaceutical industry,
employing app. 60 000 people. Its Nordic affiliate operates marketing and sales
of some of the biggest pharmaceutical products in the Nordic pharmaceutical industry, and has showed exceptional growth of its business over the last decade.
When Wyeth’s Nordic affiliate (incl. Sweden, Denmark, Norway, and Finland) decided to introduce a new state-of-the-art Customer Relationship Management information system (i.e. CRM system), it also selected Momentus Management Consulting to help with the introduction and governance of the new CRM operations.
A key challenge was to introduce new marketing and sales processes and the new CRM system, in a coordinated manner, manifesting one synchronized whole. Another challenge was that Wyeth’s current exposition to heavy industry dynamics, changing the rules of the game virtually every month, required a capability to rapidly adapt the key operations: marketing and sales.
To succeed with these challenges, Momentus Management Consulting has customized a dedicated implementation model to guide the introduction of the CRM processes and its system, in a continuously adapting manner.
This model includes identification of the individual employee’s current capabilities and expectations, formulation and development of education and training, design of incentives, directives and goals.
The introduction was followed by employee tests, evaluations, and adaptations of the processes and system where needed. Provision of a continuous help-desk support was required. Delivery of these services also required establishment of an internal governance organization with dedicated processes and roles.
This solution has strategic value for Wyeth, as they now have the capability
to continuously and rapidly adjust its marketing and sales operations as well as the functionality of its CRM system, to the business needs, as determined by its business objectives and external conditions. |
|
