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TGaS Omnichannel COE Services
A Best-in-Class Center of Excellence Requires an Outside-in Perspective
TGaS Advisors is the only company in the industry that provides objective recommendations on how to best structure or advance your omnichannel center of excellence, based upon how other life science companies have tackled the same organizational challenge. Industry experience is only the starting point, every organization has different leadership priorities, cultural and operational nuances, and underlying systems, technology and people that influence the success of an omnichannel center of excellence in the short- and long-term.
Forming & Newly Formed COEs
- Aligning vision to resources and budget to company structure
- Establishing key metrics of success and quick wins
- Baselining organizational approach vs industry
Growing/Evolving COEs
- Measuring success through performance and stakeholder feedback
- Channel, budget and headcount recommendations
- Capabilities benchmarking
Maturing/Shifting COEs
- Process and infrastructure improvements
- Realignment of vision and resources
- Evolving needs of industry, organization and customer
Recent Trends
of brand budgets are now spent on digital activities, this trend is expected to continue to grow
of companies have an Omnichannel Center of Excellence
Media, next best action and marketing automation capabilities are the newest must have capabilities of centralized omnichannel departments
TGaS Can Support Your Organization Through:
- Benchmarking of resources processes and capabilities
- Scaling and Resource Assessment
- Voice of Customer
- Playbooks and Guidelines
- Membership Services
Case Study
Background – Large-tier pharma with multiple Business Units, each having an individual approach to digital, and almost all of them behind the industry
TGaS Engagement – TGaS interviewed:
- Global
- Innovation
- Marketing
- IT
- Agencies
- Chief Marketing Officers
Data analysis and insights from a selected peer set of best in class organizations
Insights – The organization had a wholly grown approach to HCP campaigns unlike others in the industry. It’s unique framework, combined with in-house technical development capabilities, enabled the ideal foundation to provide targeted messaging to its customers, a faster speed to market, with less reliance (and spend) on agencies. The new centralized model was rolled out to all three business units; initially comprised of eight in-market brands.
Results – After its initial year, the organization grew by 24 headcount, and an additional 5 brands adopted their capabilities. In year 3, the organization grew by another 5 headcount and expanded to new and emerging capabilities.