Streamlining Marketing Operations Across Portfolios and Functions for a Leading Medical Technology Company

Ambition

One of the world’s leading medical technology companies spanning reconstructive, medical and surgical, neurotechnology, and spine portfolios, sought to transform how its marketing teams planned and executed work across business units. With stakeholders distributed across Business Portfolio & Commerce and CIO/Enterprise IT, the organization needed to eliminate operational disconnects that slowed campaign activation. Years of inconsistent workflows, manual processes, and limited real‑time visibility had made marketing operations increasingly difficult to manage. Leadership aimed to create a streamlined, centralized, and scalable system that would standardize planning, accelerate content development, improve resource utilization, and strengthen governance across the marketing lifecycle.

Action

To enable this transformation, Wipro anchored the program on four guiding principles: speed, visibility, governance, and scale. The team introduced an experience‑led approach with rapid prototyping and continuous innovation cycles to create future‑ready marketing operations. Wipro designed and implemented a standardized portfolio‑centric Marketing Resource Management (MRM) model that defined how work would be requested, executed, and measured across teams.

The solution unified essential workflows - planning, operating, and analyzing into a single framework, reducing operational fragmentation. By leveraging Adobe Experience Manager, Workfront, and Azure within an integrated architecture, Wipro enabled real‑time collaboration, improved workflow management, and ensured that every request moved through a consistent, transparent lifecycle. The continuous intake‑to‑delivery pipeline formed the foundation for agile marketing governance and long‑term scalability.

Ambitions Realized

The transformation delivered significant improvements across marketing operations. Productivity increased by more than 45%, enabling teams to execute campaigns with greater efficiency and focus more energy on strategic priorities. Deliverable processing time more than doubled, helping assets move faster through the workflow and accelerating overall execution. Planning efficiency improved by over 110%, creating a more streamlined and coordinated approach across teams and stakeholders.

The new framework also strengthened operational control. Visibility improved by 85%, giving stakeholders clearer oversight across workflows and supporting stronger governance. At the same time, streamlined processes saved more than 20 hours each week, while manual effort was reduced by 50%, easing the operational burden on teams and improving consistency at scale.

With a scalable MRM framework in place, the organization is better positioned to operate with greater speed, transparency, and control and deliver more effective marketing outcomes.