Implementing Strategic
Roadmaps at Pfizer, A Case
Study
Building Business Capability 2013
November 13, 2013
Carol Scalice
Manager, Business Partner, Pfizer
President, IIBA® Pharma/Biotech Special Interest Group
Public
1
Disclaimer
The information and opinions presented in these materials are the express
opinion of the author and may not represent the opinions or views of
Pfizer, Inc. The materials presented are informational only and does
not represent a guarantee by the author based on the use or misuse of
such information. You are free to use any of the materials presented
with appropriate citation.
Public
2
Agenda
Elements of a Strategic Roadmap
Leveraging the Roadmap
Challenges & Tips
Public
“Strategy” Defined
A plan, method, or series of maneuvers for obtaining a
specific goal or result
"strategy." Dictionary.com Unabridged. Random House, Inc. 23 Jan. 2012.
<Dictionary.com http://dictionary.reference.com/browse/strategy>.
Public Domain
Strategy in Context
Competitors & Market
Trends
Customer Need
Strategic
Analysis
Internal Strengths &
Weaknesses
Vision
Mission
Regulations
Strategy
Execution
Activities
Rewards
Enablers
Hambrick, Donald C, and James W Fredrickson. "Are you sure you have a
strategy?." Academy of Management Executive. 19.4 (2005): 51-62.
Public Domain
Policies
Org Structure
Roadmap Content
Content for your roadmap
•  Organizational vision, mission, and goals
•  Capability assessment results summary
–  Top 3-5 focus areas
•  Recommendations
•  Implementation plan
–  Sequence of initiatives
–  What, Why, When
•  Success Criteria
Public Domain
Vision
Aspirations
• Where does the organization want to be in 3/5/10 years?
•  Example
–  highest revenue pharmaceutical company in the world
–  Have the most advanced therapeutic bioconjugates in the industry
Vision
Strategy
Mission
Public Domain
Execution
Mission
Components of a Mission Statement
•  Organizational Purpose
•  Primary Stakeholders/Customers
•  Value Provided – products, services, etc
Vision
Strategy
Mission
Public Domain
Execution
The Components of a Strategy
•  Arenas
•  Differentiators
•  Economic Logic
•  Vehicles
•  Staging/Phasing
Vision
Strategy
Mission
Execution
Hambrick, Donald C, and James W Fredrickson. "Are you sure you have a strategy?." Academy of Management
Executive. 19.4 (2005): 51-62.
Public Domain
Strategy Summary
Arenas
Where will we be active?
Who are our core customers?
Differentiators
How will we be different from our
competitors?
How will we win?
Economic Logic Why is this valuable to do?
How will we obtain economic returns?
Vehicles
How will we get there?
e.g. acquisitions, joint ventures, internal
development, etc
Staging/Phasing What is our speed and sequence of moves?
Hambrick, Donald C, and James W Fredrickson. "Are you sure you have a strategy?." Academy of Management Executive. 19.4 (2005): 51-62.
Public Domain
10
Strategy Summary
Arenas
Therapeutic bioconjugate creation and peptide
technologies, from research and early development
through POC focusing on Oncology, Metabolic Disease,
and Immunology
Differentiators
CovX will not be reliant on protein/scaffold backbones or
any single compound class, linker technology will continue
to be a key area of differentiation
Economic Logic
Faster approval and cost of administration via first-in-class
conjugate therapies with high confidence
Vehicles
Collaborations with external providers, academic
institutions and other Pfizer groups; increase colleague
headcount
Staging/Phasing
Immediately focus on collaborations, expand internal
capabilities over next 2-3 years through phased hiring
Sample strategic summary from a former Pfizer Business Unit
Public Domain
11
Roadmap Content
Content for your roadmap
•  Organizational vision, mission, and goals
•  Capability assessment results summary
–  Top 3-5 focus areas
•  Recommendations
•  Implementation plan
–  Sequence of initiatives
–  What, Why, When
•  Success Criteria
Public Domain
Capability Assessment
1. No solution exists
2. Solution available external to Pfizer, works as is
3. Solution available external to Pfizer, changes required
4. Solution available at Pfizer, works as is
5. Solution available at Pfizer, changes required
6. Solution available at CovX, changes required
7. Solution available at CovX, working well, no changes requested
Business
Priority
Technology
Risk
Italics
Does Not
Exist Today
Sample capability assessment from a former Pfizer Business Unit
Public Domain
13
Peptide Docking
Business
Achievement Goal
Ensure optimal peptide
docking by redesigning
weak potential links to
find an effective
position and linker
Value Validation Cycle,
courtesy of B2T Training
Problem
Weak peptide
screening hits must be
optimized by
redesigning each
linkage point one
position at a time and
re-testing, adding cost
and delaying drug
approval process
Validation of success, business
needs, problems, and outcome(s)
the solution needs to enable
Benefit
Reduce time-intensive,
low value-added
manual screening and
optimization to increase
revenue via faster drug
approval for first-inclass therapies
Business
Success
Business Solution
Need
Automate and
streamline the peptide
screening and link
redesign process;
improve productivity
using computational
and predictive modeling
Outcome
Reduce manual
process and time-delay
in developing effective
peptides that are
differentiated through
linker technology
Public Domain
14
Roadmap Content
Content for your roadmap
•  Organizational vision, mission, and goals
•  Capability assessment results summary
–  Top 3-5 focus areas
•  Recommendations
•  Implementation plan
–  Sequence of initiatives
–  What, Why, When
•  Success Criteria
Public Domain
Recommendations & Implementation
Business Solution Need
Automate and streamline the
peptide screening and link
redesign process; improve
productivity using
computational and predictive
modeling
Customer Group(s) – Business Unit Name
Timing/Horizon – 4Q2011-1Q2012
Solution
Hire employee with expertise in
computationally predicting docking
optimization
Outcome Contribution
Increase internal skill set to
automate
Major Risks
Unable to find qualified
candidate
Lack of internal expertise may
make it difficult to identify a
“good” candidate
Customer Group(s) – Business Unit Name
Timing/Horizon – 1Q2012
Solution
Purchase commercial software offering(s)
that performing structural manipulation of
conjugates
Outcome Contribution
Provide software capabilities to
perform predictions required to
automate
Major Risks
Dependent on input from
expert, not yet identified
Commercial solutions may not
be viable, could require custom
development
Public Domain
16
Roadmap Content
Content for your roadmap
•  Organizational vision, mission, and goals
•  Capability assessment results summary
–  Top 3-5 focus areas
•  Recommendations
•  Implementation plan
–  Sequence of initiatives
–  What, Why, When
•  Success Criteria
Public Domain
KPI Ladder™
courtesy of B2T Training
C
B
A
Had a need to
design a peptide
conjugate for a
disease
Identified peptide
candidates from
screening library
Engineered
bioconjugate
Performed
experiment test
bioconjugate
efficacy and
payload delivery
Reduced time
to develop
peptides that
are
differentiated
through linker
technology
Successfully
validated
bioconjugate
performance
Predicted
optimized peptide
docking structure
Monitoring Measures:
A.  # peptide conjugate projects
B.  Computational docking structure
alternative predictions
C.  Time to develop new peptide conjugates
Public Domain
18
Agenda
Elements of a Strategic Roadmap
Leveraging the Roadmap
Challenges & Tips
Public
Leveraging the Roadmap
Make it part of your everyday work
•  Avoid documentation for the sake of documentation
•  Use the roadmap as a tool for analytical thinking
Public Domain
Leveraging the Roadmap
Benefits
•  Prioritize initiatives against the strategic plan
–  Ensures alignment with strategic imperatives
•  Increase transparency through clear communication
–  Communicate future plans and delivery accomplishments
•  Reuse materials in business case delivery
–  Build the business case as you go
Public Domain
Agenda
Elements of a Strategic Roadmap
Leveraging the Roadmap
Challenges & Tips
Public
Challenges & Tips
1. Tools, Not Templates
•  Challenge: Templates become “meaningless” forms
•  Tips
–  Provide tools, not templates
–  Allow alternative representations
–  Focus on intent of content
Public Domain
Challenges & Tips
2. Design tools with group participation
•  Challenge: Dictating undermines ownership
•  Tips
–  Use organizational change management techniques
•  Avoid selecting tools & templates in a silo
•  Allow analysts to help determine content and format
Public Domain
Challenges & Tips
3. Keep it simple and reuse
•  Challenge: Complex roadmaps are time consuming
•  Tips
–  Reuse roadmap content for business cases and progress monitoring
–  Keep visualizations simple, easy to fill in and update
Public Domain
Challenges & Tips
4. Maintain a live document
•  Challenge: Outdated roadmaps take longer to update
•  Tips
–  Set goals for update timelines, e.g. quarterly
–  Motivate updates by using in regular communications
Public Domain
Questions
Public Domain