Re-engineering the R&D to Marketing Interface
Situation
- Mid-sized pharma company
- New strategy for R&D had created a need for:
- The re-design of the organizational model from Discovery to PoC
- Enhanced mechanisms to facilitate commercial input to early research activities
Actions
- Working with a team drawn from R&D and Marketing to examine all aspects of the operating model:
- Organizational structures
- Key processes
- Governance
- Decision making
Results
- New interface constructed between Marketing and R&D
- Earlier, more effective commercial input to R&D decision making
- R&D’s accountability for commercial outcomes increased
- Greater clarity in decision-making and accountabilities
- Improved, higher potential value pipeline