Close Loop Marketing (CLM) is a new buzz word and the latest technology fancy in Pharma Marketing world after CRM in the 90s. But failing to anchor it in a thought-through business rationale could result in wasted (big) investment. CLM as a new business discipline is in fact a major change in mindset for an organisation and will have deep impact on Marketing and Sales processes (and others too) and ways of working. We have summarised different implementation perspectives and approaches from recent CLM implementations in Europe and the US. As you will see, there is no ‘one approach fits all’ but different considerations to bear in mind when thinking about Close Loop Marketing.
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