The Challenge
The ANZ Commercial team was running multiple high-performing engagement programmes, but couldn't tell which campaign elements were driving results or replicate success at scale. Data sat fragmented across CRM, spreadsheets, and email systems. Field follow-ups were manually coordinated. Measurement tracked activity, with limited linkage to commercial outcomes. Sales, Marketing, Medical, Digital, and Analytics each held a piece of the picture, with no shared view of priorities or sequencing for the next phase of digital transformation.
What We Built
We briefed the cross-functional team on objectives, in-flight initiatives, and the strategic questions to address. We facilitated a workshop structured around four lenses — Content, Customer, Orchestration, and Measurement — moving participants from current-state reflection through to ideation on future capability. We synthesised the output live, and produced two deliverables: a workshop write-up capturing themes, blockers, and proposed initiatives; and a director-level playback deck with a phased 18-month roadmap sequencing six capability building blocks from content taxonomy through to personalisation at scale.