"IT+ Marketing" Cooperation Rules

“Is V today?” has become one of the standard greetings for Lilly (China) marketers. Those people who are used to making V-word gestures during microblogging or photography may not understand the meaning of this sentence.

Mr. Chen Chunfa, Eli Lilly's emerging market and vice president of global information technology innovation, will give you a clear explanation. The IT action plan he developed and led by the IT department has greatly improved the efficiency of the marketing team. "V" stands for the Veeva platform, one of the IT products that they developed for the company's 2,500 marketing staff. The feedback from users shows that Veeva's features and advantages lie in that it is possible to understand market activity notices for the first time, and the use of simple and efficient products can help marketers improve their work efficiency.

On an autumn afternoon, the polite Chen Chunfa waited in the office. He opened the laptop and demonstrated it proficiently. He smiled and told the reporter of "New Marketing": "Veeva's first online market was China. Now we are promoting this system to the global market."

As one of the world's top ten pharmaceutical companies, the 135-year-old Eli Lilly Pharmaceutical Company once came to China in 1918 and set up its first overseas representative office in Shanghai, taking the first step towards globalization. After several storms, China returned to China in 1993. Today, its business in China involves research and development, production, marketing and marketing. It has maintained a growth rate of more than 20% for nine consecutive years, and China has increasingly become the strategic core of its emerging markets. Behind the acceleration of the Eli Lilly (China) market and the improvement of sales performance, Chen Chunfa and his team have worked closely with the marketing department on a series of IT platforms, and have contributed a lot.

With the rapid development of information technology, some companies’ marketing departments and IT departments have begun to work closely together to form a new type of “Marketing + IT” collaborative relationship to influence consumer habits and product awareness in order to achieve its marketing. purpose.

Aelera, a US marketing and technology consulting firm, conducted an online survey of 146 marketing and IT department leaders. Ninety percent of respondents agreed that the company’s IT systems and IT departments contributed to achieving marketing goals; 60% of respondents believe that From the perspective of the company, marketing and IT are interrelated at the strategic level and cooperate with each other at the implementation level. According to Jim Stachura, Aelera’s Senior Analyst Manager, “Respondents have a strong positive correlation between the relationship between marketing and IT departments and the success of marketing and IT cooperation projects. For different companies, The difference of about 25% in the success rate of their marketing projects can be directly attributed to the relationship between the marketing department and the IT department."

Chen Chunfa said: "For Lilly, China is one of the most important strategic markets and has a long-term investment. For investment needs, plus business expansion, all departments need to cooperate to support its advancement. The information technology department must Play an important and positive role." Chen Chunfa is a Singaporean who initially worked in the Lilly (Singapore) IT Information Department and later entered the Sales Department of Lilly USA Headquarters and in 2009 went to the Information Technology Department of Lilly (China). The unique work experience enables him to better design IT application solutions from the perspective of marketers.

Regarding the value of Lilly's (China) information technology department, Chen Chunfa generalized: "We cannot be a purely service department. If it is a purely service department, it does not need to exist because it can be bought and can be outsourced. We regard ourselves as As a strategic partner of the company's various departments, it is not just the relationship of service." So, how does the information technology department of Lilly (China) clarify its own functions and positioning? How can the marketing department understand and cooperate with each other? How to improve the efficiency of the marketing department?

IT solutions make marketing more effective IT platform “New Marketing” that moves with marketers: In Lilly (China), what kind of positioning is the information technology department?

Chen Chunfa: The information technology department has always been, in order to meet the development needs of Lilly (China), we have developed a five-year IT strategy plan. The science and technology information department and the marketing and other departments are strategic and partner-like relationships. Positioning at different stages to make corresponding changes, in line with the strategy of the company's long-term development, and then gradually implemented through the framework of consultation and cooperation, when the company needs a certain function, we have the ability to provide immediately. The positioning of the science and technology information department is a strategic role coordination.

"New Marketing": How do you set the goal of a five-year IT strategy? How is the current progress?

Chen Chunfa: The preliminary plan for the five-year plan is to lay the foundation of the IT platform and have the ability to make some IT solutions. For example, how to make sales representatives work more effectively. This year is the third year of the five-year plan. We have launched a series of services on each sales representative’s BlackBerry platform to help them manage sales. The sales representative's work is mobile, and the tools we give them are also mobile, allowing the IT platform to follow them and bring the service to where they need it.

"New Marketing": What is unique about you compared to the general corporate IT department?

Chen Chunfa: Our functions have four key areas within the scope of our strategy: The first is to have 2,500 sales representatives improve their productivity, work more efficiently, and compete better. The second is to provide more effective services and education information so that sales representatives can help doctors serve patients more effectively and provide strong support. The third is to allow the company to cooperate more effectively and make management and services better. The fourth is that a single line of management plan is to be perfect, there will be no faults, but an excellent operation.

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