Centene Marketing Workshop
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Implementation Plan
‘Bedrock’ / Critical components
Potential quick wins

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Revised Marketing Strategy
Brand
Finalize brand strategy, architecture, positioning, value prop & messaging
Brand
Conduct market research & testing
Brand
Update design and visual identity
Brand
Refine brand measurement & KPIs
Brand
Create transition roadmap, implementation, training
S6
brand
Update brand governance
S8
S9
S10
S11
S12
S13
S14
S15
S16
S17
S18
S19
S20
S1
S2
Lifecycle Marketing
Develop enterprise lifecycle op model and RACI across marketing and other functions (e.g., BTS, Ops, Sales)
Lifecycle Marketing
Define enterprise lifecycle mktg. strategy & objectives
Lifecycle Marketing
Define lifecycle metrics & measurement
Lifecycle Marketing
Create journey maps and prioritize ‘moments that matter’
Lifecycle Marketing
Implement lifecycle marketing strategy and operating model
S8
S9
S10
S11
S12
S13
S14
S15
S16
S17
S18
S19
S20
Marketing Transformation Orchestration
Marketing Transformation Orchestration
Align CEO and LOB CEOs on marketing value prop, future-state op model, & org structures
Marketing Transformation Orchestration
Define transformation milestones and timing
Marketing Transformation Orchestration
Develop granular transformation roadmap with owners
S4
S5
S6
S7
S8
S9
S10
S11
S12
S13
S14
S15
S16
S17
S18
S19
S20
S1
S2
Marketing Transformation Orchestration
Activate mktg. transformation Steering Committee
S4
S5
S6
S7
S8
S9
S10
S11
S12
S13
S14
S15
S16
S17
S18
S19
S20
Process Redesign & Governance
S1
S2
S3
Annual strategic planning
Refine annual and quarterly planning processes and RACI
Annual Strategic Planning
Update budget allocation, mgmt., & governance
Suppliers and Partners
Refine vendor & sponsorship operating process and governance
Operational Workflows
Refine end-to-end campaign planning, execution, & measurement workflows
Operational Workflows
Revise central intake & prioritization processes (e.g., web/digital, media buying, brand, analytics, agency engagement)
S9
S10
S11
S12
S13
S14
S15
S16
S17
S18
S19
S20
S1
S2
Suppliers and Partners
Audit and rationalize long-tail of vendors & sponsorships
S4
Process Redesign & Governance
Redesign creative services workflows
Suppliers and Partners
Standardize agency performance mgmt.
Process Redesign & Governance
Refine procurement/marketing partnership model
S8
S9
S10
S11
S12
S13
S14
S15
S16
S17
S18
S19
S20
Org Structure & Talent
Org. Structure Implementation
Design detailed future-state org structure; standardize job arch. and career paths
Org. Structure Implementation
Sell-in & educate leadership on target org structure; partner to shape transition
Hiring
Hire leadership roles, incl CMO/SVP and ‘keystone’ leaders in central & LOB teams
Upskilling
Define leadership capability building journey
Hiring
Hire to fill priority talent gaps
S6
S7
S8
Org. Structure Implementation
Develop longer-term talent strategy
S10
S11
S12
S13
S14
S15
S16
S17
S18
S19
S20
S1
S2
Org Structure & Talent
Update roles and scopes of roles of marketing leadership (to convince LOBs)
Org. Structure Implementation
Audit marketing resources, incl. talent assessments
Org. Structure Implementation
Define talent transition plan
Org Structure & Talent
Implement talent transition plan
Upskilling
Up/reskill marketing talent to new roles
S8
S9
S10
S11
S12
S13
S14
S15
S16
S17
S18
S19
S20
MarTech, Data & Analytics
S1
S2
S3
S4
S5
MarTech
Audit and rationalize current MarTech stack
S7
S8
MarTech
Refine MarTech strategy and roadmap
MarTech
Drive MarTech adoption and provide support & training
S11
S12
S13
S14
S15
S16
S17
S18
S19
S20
S1
S2
S3
S4
S5
S6
S7
S8
Data and Analytics
Refine ‘Unified Member Data’ (UMD) strategy & roadmap (with BTS)
Data and Analytics
Review & refine data governance and standards
S11
S12
S13
S14
S15
S16
S17
S18
S19
S20
Measurement & Outcomes Mgmt.
S1
S2
S3
Measurement & Outcomes Mgmt.
Unify KPI framework and align scorecards
Measurement & Outcomes Mgmt.
Standardize ROI and performance measurement & management
S6
S7
S8
Measurement & Outcomes Mgmt.
Develop test-and-learn & experimentation protocols
S10
S11
S12
S13
S14
S15
S16
S17
S18
S19
S20
S1
S2
S3
Measurement & Outcomes Mgmt.
Standardize investment taxonomy and reporting
S5
S6
S7
S8
S9
S10
S11
S12
S13
S14
S15
S16
S17
S18
S19
S20
Change Mgmt. & Comms
S1
S2
Change Mgmt. & Comms
Define change mgmt. plan & roadmap
Change Mgmt. & Comms
Develop structured communications plan & messaging
Change Mgmt. & Comms
Implement change mgmt. & communications plan
Change Mgmt. & Comms
Conduct enterprise roadshow and working sessions to inspire & educate
S7
S8
S9
S10
S11
S12
S13
S14
S15
S16
S17
S18
S19
S20
S1
S2
S3
S4
S5
S6
S7
S8
S9
S10
S11
S12
S13
S14
S15
S16
S17
S18
S19
S20
S1
S2
S3
S4
S5
S6
S7
S8
S9
S10
S11
S12
S13
S14
S15
S16
S17
S18
S19
S20
S1
S2
S3
S4
S5
S6
S7
S8
S9
S10
S11
S12
S13
S14
S15
S16
S17
S18
S19
S20
S1
S2
S3
S4
S5
S6
S7
S8
S9
S10
S11
S12
S13
S14
S15
S16
S17
S18
S19
S20
S1
S2
S3
S4
S5
S6
S7
S8
S9
S10
S11
S12
S13
S14
S15
S16
S17
S18
S19
S20