GSK reveals MarTech stack optimization strategy

Embracing next-gen marketing solutions to gain competitive advantages

Raj Madan, VP, Analytics & Digital Technology for GSK Consumer Healthcare, joined PhotonWorld 2020, our executive-level virtual event, to discuss the challenges of MarTech and how marketers can create deeper connections with their customers. 


Raj Madan, VP, Analytics & Digital Technology for Consumer Healthcare, GSK presented an insightful session on MarTech (marketing technology) at PhotonWorld 2020. He discussed how GSK prioritizes its MarTech stack and investments.

GlaxoSmithKline (GSK) is a science-led global healthcare company with a special purpose: to help people do more, feel better, and live longer. They research, develop, and manufacture innovative pharmaceutical medicines, vaccines, and consumer healthcare products. Their goal is to be among the world’s most innovative and trusted healthcare companies.

MarTech is a critical competency in today’s digital world where businesses need to understand and engage with customers across multiple devices and touchpoints. The MarTech landscape has witnessed tremendous growth and disruption over the years. One in five solutions in the 2020 landscape was not there the previous year. And 615 vendors in 2019 are no longer in existence today. There has been a 5,233% increase in the number of MarTech tools from the year 2011—bringing the total to 8,000 solutions in 2020.

At PhotonWorld 2020, Raj Madan shared his insights on how GSK adopted people-centric MarTech principles such as:

  • Looking at everything through the lens of what the consumer wants—mapping consumer journey, understanding their pains and gains, and making the right MarTech investment
  • Becoming a product-based organization to meet the rapidly evolving consumer needs
  • Pivoting to agile ways of working to create value-driven products
  • Taking a categorical approach in marketing technologies to meet unique market needs


Raj Madan also discussed how GSK categorized their MarTech efforts and priorities into specific focus areas to ensure the consistent delivery of highly relevant and engaging customer experiences.

“The consumer persona changes every few weeks or months, and we have to constantly introduce new technologies, especially in the MarTech or AdTech space, to meet the changing consumer needs,” said Raj Madan at PhotonWorld 2020.


Watch Raj Madan’s PhotonWorld session below, where he discusses the challenges in marketing and how GSK optimized their MarTech stack.

It’s clear that selecting the right MarTech stack and managing the MarTech process is important to ensure competitiveness, drive better ROI, and deliver engaging customer experiences.

Photon’s MarTech services can help you build more effective marketing capabilities and solutions to address the gaps in process, data, technology, skills, and organizational coordination. Our holistic solutions address the entire MarTech value chain.

With a powerful network of business partners and experienced digital engineers on board, Photon helps Fortune 500 brands implement a multi-functional MarTech framework to identify, evaluate, manage, and deploy personalized marketing solutions.

Connect with us to implement the most effective MarTech stack for your organization

“Marketers face the challenge of choosing the right vendors from a large and ever-evolving MarTech landscape—and oftentimes don’t utilize the full potential of their MarTech stack. Photon helps its clients build the most effective MarTech stack for specific business objectives to maximize ROI.”

Mukund Balasubramanian

CTO, Co-Founder at PHOTON

Mukund Balasubramanian