Success Planning: Standardizing and Streamlining a Medical Device Firm's Brand Planning Process

Situation

• The brand planning process at a multinational medical device company was conducted in an ad hoc manner by each of the company’s various franchises and regions, leading to processes that did not align with the financial calendar, and involved disparate marketing plan documents that were reinvented year after year
• The company’s leadership expressed an urgent need to arrive at a single process as well as standardized templates to improve marketing efficiency

Solution

• Over the course of 15 weeks, a two-person team worked with the client to standardize, streamline, and align the company’s Brand Planning process, timeline, and governance structure
• Standard templates and tools were created for each of the process’ key deliverables, including the Landscape Assessment Deck, Strategy Alignment Overview, Cross-Functional Roundtable Meeting Agenda & Discussion-Enabling Tools, Customer Plan, Marketing Plan, and Key Initiative Tracker
• To ensure adoption, final documents were socialized with the leadership team and a comprehensive training program was created for marketers

Impact

• Cross-functional aligned brand planning process across franchises and regions