How Cross-Functional Teams Uncovered $200M in Opportunities

While leading a Customer Experience Center of Excellence (CX CoE) for a strategic B2B partnership with a Fortune 10 pharmaceutical distributor to reimagine enterprise transformation through evidence-driven design, our work uncovering $200M in pharmacy ordering revenue opportunities demonstrated the impact of our mission. Through deep customer understanding, we unlocked value across multiple business units.

The Challenge

What began as a simple system optimization request from a leading pharmaceutical distributor evolved into a transformative journey. Their initial concern about digital ordering inefficiencies masked deeper organizational opportunities. Our investigation revealed gaps in team structure, stakeholder alignment, and discovery methodologies.

Designer standing at whiteboard looking at meeting results.

Building the Right Foundation

We transformed traditional team dynamics through innovative structuring. Our solution centered on "pods," cross-functional units integrating UX research, design direction, and data analytics within product teams. These pods collaborated directly with product owners, business stakeholders, and engineering teams, creating an environment for solving multifaceted challenges.

We established trust through three main principles.

Balanced delivery

Meeting roadmap commitments while pursuing ongoing discovery.

Strategic autonomy

Giving teams freedom to innovate within defined accountability frameworks.

Direct engagement

Direct engagement. Creating transparent communication channels between researchers and business leaders.

Guiding the Discovery Process

Our breakthrough emerged from an innovative synthesis of data and human insights. We developed a research approach that revealed opportunities.

Behavioral pattern analysis through detailed session data

Financial impact correlation studies

In-depth qualitative research into user motivations

This methodology uncovered five crucial customer journeys, accounting for 71% of order abandonment issues, that were overlooked in previous analyses.

Navigating Enterprise Complexity

Operating in a Fortune 10 environment required strategic finesse beyond data presentation. Our approach focused on three key areas.

  1. Implementing effective change management systems for stakeholder alignment

  2. Converting user insights into effective business metrics

  3. Building credibility through business-focused communication that emphasizes AOP value.

Leadership Lessons and Outcomes

This approach revealed over $200M in revenue opportunities and established a new standard for enterprise collaboration and value discovery. Our success stemmed from a leadership philosophy that prioritized innovation and practical results.

  1. Creating environments where teams felt secure taking informed risks.

  2. Implementing clear frameworks for independent decision-making.

  3. Proactively addressing challenges to sustain team effectiveness.

Related Work

Leading Through Experience to Create $77M in Enterprise Value

As Vice President of Customer Experience for a strategic B2B partnership with a Fortune 10 pharmaceutical distributor, I established and led a Customer Experience Center of Excellence (CX CoE) that transformed multiple business units through research-led discovery and systematic problem-solving.

Let's Build What Comes Next.

If you're facing a complex business challenge or want to transform your customer experience from a cost center into a competitive advantage, I can help. Let's start a conversation.