Our client is a global pharmaceutical company operating in more than 80 countries and employing over 50,000 people worldwide. Ranked among the top 20 companies in the pharmaceutical industry, the organization develops innovative therapies that improve patients’ lives around the world.
As part of its digital transformation strategy, the company focuses on strengthening data-driven, omnichannel engagement with healthcare professionals (HCPs) while ensuring compliance with the strict regulatory requirements typical of the Life Sciences industry.
As the organization expanded its digital marketing capabilities, it aimed to scale omnichannel engagement with healthcare professionals across multiple markets while maintaining global standards and compliance.
However, campaign execution was largely centralized, creating operational bottlenecks and slowing down marketing initiatives in local markets. At the same time, regional teams lacked the tools, documentation, and confidence needed to independently execute campaigns using Salesforce Marketing Cloud.
Key challenges included:
- limited autonomy of local teams in campaign execution
- lack of standardized documentation and campaign playbooks
- inconsistent processes across markets
- limited confidence among local marketing teams using Marketing Cloud
- the need to balance global governance with local agility
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Empower Local Teams
Enable regional marketing teams to independently execute low-complexity campaigns while maintaining governance and quality standards.
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Increase Marketing Agility
Reduce campaign deployment time and eliminate operational bottlenecks in centralized campaign execution.
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Strengthen Digital Capabilities
Develop marketing technology skills across local teams and increase confidence in using Salesforce Marketing Cloud.
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Standardize Campaign Operations
Introduce clear processes, documentation, and governance frameworks to ensure consistency across global markets.
Craftware supported the client in designing and implementing a scalable global campaign operations model for Salesforce Marketing Cloud focused on enablement, self-service, and governance.
Our team collaborated closely with global and regional stakeholders to introduce structured processes, training programs, and operational support, enabling local teams to execute campaigns independently while maintaining global standards.
Key activities included:
- designing a Marketing Cloud self-service model enabling local teams to execute selected campaigns independently
- developing and delivering a structured training program covering Journey Builder, campaign configuration, and data management concepts
- creating a comprehensive campaign operations playbook with best practices and execution guidelines
- establishing governance frameworks, AI-powered support enablement, and standardized campaign delivery standards to ensure consistent execution across markets
- providing ongoing campaign implementation support and knowledge sharing
The initiative significantly strengthened Marketing Cloud capabilities across the organization and enabled local marketing teams to execute campaigns while maintaining global standards independently.
Following the training and enablement program, users reported a noticeable increase in their confidence and technical skills in key Marketing Cloud areas.
The program also enabled the organization to scale omnichannel HCP engagement across multiple markets while maintaining consistent standards and operational efficiency.
Through the collaboration with Craftware, the client successfully transformed its marketing operations model and unlocked greater value from Salesforce Marketing Cloud.
The organization gained:
- a scalable omnichannel campaign execution model
- empowered local marketing teams with stronger digital capabilities
- improved marketing agility and faster campaign deployment
- standardized campaign processes and governance across markets
- a strong foundation for further expansion of omnichannel HCP engagement strategies.
