Optimizing Marketing Operations for Tracelink: Establishing a Scalable Center of Excellence

Industry

Pharmaceutical Supply Chain

Challenge

Tracelink, a pharmaceutical supply-chain tracking company, needed to establish a Marketing Ops Center of Excellence to streamline project intake and execution. Their existing processes lacked a structured system for managing marketing operations, leading to inefficiencies in planning, reporting, and execution. They required a comprehensive roadmap to optimize current and future-state marketing workflows.

Results

Tracelink successfully met its annual revenue goals by adding $14M from core compliance solutions and $6M from new value-based solutions. The structured campaign roadmap accelerated their planning process by six months, improving efficiency and execution. Additionally, the optimized marketing operations allowed them to maintain business continuity when other companies faced disruptions during the pandemic.

Key Services

Marketing Operations Assessment & Optimization , Global Ticketing System Implementation , Campaign Roadmap Development, Process Mapping & Reporting

www.tracelink.com

$20M

Revenue

6 Months

GTM Acceleration

100%

Continuity

It’s harder than you think to make this sort of a change. It helps to have a strong partner. You really helped us map out a plan and bring in best practices in order to scale.

Kevin Young

Vice President of Marketing @ Tracelink

About Tracelink

TraceLink is a leading provider of digital supply chain solutions for the pharmaceutical industry, specializing in compliance, serialization, and end-to-end supply chain visibility. Their platform connects a global network of manufacturers, distributors, and healthcare providers to ensure product integrity and regulatory compliance. With the increasing complexity of pharma supply chains, TraceLink has been at the forefront of innovation, helping companies streamline operations and meet evolving industry requirements. Their commitment to digital transformation has positioned them as a trusted partner in ensuring supply chain resilience and efficiency.

The Challenge

TraceLink recognized the need to establish a Marketing Ops Center of Excellence (COE) to enhance operational efficiency and support business growth. As part of this initiative, they required a structured system for managing project intake and execution, ensuring seamless coordination across teams. Additionally, their existing marketing operations lacked a comprehensive framework for tracking processes, reporting, and optimizing resource allocation. By addressing these challenges, TraceLink aimed to create a scalable and agile marketing infrastructure to support better evolving business demands and industry regulations.

The Solution

TraceLink sought a solution to streamline its marketing operations while ensuring compliance with regulatory requirements. They explored multiple agencies and technology partners that specialized in marketing process optimization during their evaluation. Ultimately, they chose The Pedowitz Group (TPG) due to its deep expertise in marketing operations, data-driven strategy, and ability to implement a scalable system tailored to their needs. TPG’s structured approach to assessing, documenting, and redesigning marketing operations aligned perfectly with TraceLink’s goals.

Once engaged, TPG worked closely with TraceLink’s marketing and operations teams to implement a global ticketing system, improving project intake and execution onshore and offshore. This provided a centralized platform for managing marketing requests, streamlining approvals, and ensuring team accountability. Additionally, TPG developed a multi-year campaign roadmap that helped TraceLink accelerate their planning process by six months, increasing agility and responsiveness in a competitive market.

Building a world-class marketing operations function requires more than process changes—it demands the right strategy, structure, and expertise. The Pedowitz Group helped us create a scalable system that not only streamlined our operations but also accelerated execution and drove measurable business impact.”

— Kevin Young, VP Marketing, TraceLink

The Results

By partnering with The Pedowitz Group, TraceLink successfully established a scalable Marketing Ops Center of Excellence, leading to measurable improvements in efficiency and revenue growth:

$14M in additional revenue from core compliance solutions.
$6M in new revenue generated from value-based solutions.
6-month acceleration in marketing planning and execution, improving agility.
100% operational continuity during the pandemic, ensuring business resilience.

With an optimized marketing operations framework, TraceLink now has a centralized, scalable system that streamlines execution, enhances collaboration, and supports long-term growth.