The local affiliate of a multi-national pharmaceutical company required support to roll out a global initiative that completely changed how the organization viewed and interacted with their customers. It was going to require a drastic mindset shift for everyone in the organization. The current and more traditional sales and marketing approach were well established and embedded in the fabric of the organization. It was recognized that as customers evolve, and target audiences change so must the approach but such a drastic change from the status quo was going to be difficult. The two underlying concerns were, how to move forward as one and how to demonstrate the impact of the shift.
Fundamental changes to an organization have long-lasting impacts. Critical to the success of such change was ensuring that everyone understood the purpose and while buy-in was individual and progressed over time there needed to be a moment in time when there was no looking back. Equally important was a focus on the “how” as much as the “why”. Giving teams a common language, clear direction and a framework that was easy to implement helped with adoption and accelerated change. In today’s global environment with centralized strategy, resource and support, adopting core tenants of global strategy are a vital part of leveraging it. This mind shift was just that.