Your omnichannel ambition is set. The foundation beneath it isn’t. For pharma.For medical.For financial institutions.
I connect your silos – CRM, marketing clouds, data warehouse and lakehouse – into one unified customer profile and activate it across all channels: MLR-compliant and auditable.
No obligation · 30 minutes
Enterprise project experience
Pharma, global
Finance
Medical technology
Industry
Sound familiar?
The typical breaking points before an orchestrated system exists.
Silos instead of a system
Every channel runs on its own – no connected journey.
No unified customer view
HCP/HCO data scattered, identity and consent unresolved.
Architecture undefined
Ambition is there – target picture and data flows are missing.
MLR slows the pace
Approvals slow, the process doesn’t scale.
Vision without a roadmap
Strategy without a prioritized execution plan.
Teams without a shared language
Business, IT and data – the translator is missing.
Connect, orchestrate, enable
Three steps, in that order – each one carries the next. No connected data, no journey; no enabled team, no operation.
CRM, clouds and your data world into one profile
Salesforce/Veeva, web and content meet warehouse and lakehouse. I connect Snowflake, Databricks and BigQuery federated – zero-copy instead of sync jobs.
Adobe stack in detail → 02 · OrchestrateJourneys that react to signals
From MLR-approved content in Veeva Vault to the next best action in Veeva CRM: one HCP profile, orchestrated channels, a dry run before go-live.
Salesforce & Veeva in detail → 03 · EnableThe knowledge stays in-house
Role-based training, co-building the first journeys, documentation and hypercare – with you, not at the agency.
Enablement in detail →From silos to an orchestrated system
The problem is rarely the tool – it’s the foundation beneath it. I connect CRM, marketing clouds and your warehouse landscape into a data core that carries every journey: identity-safe, consent-driven, MLR anchored in the process.
My servicesHow to read it: a consent withdrawal in the CMP travels over the bus into the unified profile, removes the profile from the affected segments – and stops activation on all four channels.
Bank data into the public cloud – and through the audit
A consumer-finance institution replaces its email system with Adobe Journey Optimizer. The hardest part was not the rollout but releasing internal customer data: an attribute catalogue with purpose and retention, schema design, evidence for three review bodies.
Read the case studyWhat Omnichannel Really Means – for Four Roles in the Company
Marketing, analytics, leadership and architecture each mean something different by omnichannel. The article shows what each role gets from it, where it fails and what they need from each other. Backed by vendor documentation and peer-reviewed studies.
Read the article →One profile. Every channel. The right moment.
What orchestration looks like in practice – from signal to delivered message.
One identifier, one person
Email, app, web and CRM converge on one main identifier.
The right moment
The journey reacts to signals and delivers on the right channel – all the way to the website.
Dry Run & Forecast
A fictitious audience runs through the journey before go-live – bottlenecks become visible.
MLR anchored in the process
Consent, governance and MLR-compliant approvals are part of the architecture – not bolted on afterwards.
Zero-copy instead of data copies
Snowflake, Databricks and BigQuery are connected federated – without costly sync jobs.
Enabled instead of dependent
Enablement, co-building and hypercare – your team takes over confidently, not the agency.
Insights · From real rollouts
Want to know how omnichannel actually gets built in the enterprise?
What actually happens in rollouts: new Adobe, Salesforce and Veeva releases put in context, architecture decisions explained, integrations and workflows from real projects – increasingly including AI workflows and MCP. New deep dives regularly.
Christopher Dettinger
Omnichannel Orchestration Architect
The translator between business, data and technology: hands-on on the “how” behind omnichannel – target architecture, data foundation and orchestration, in global multi-country environments at different maturity levels.
What I build for you
Hands-on architecture instead of slide decks – eight building blocks, individually or as a program.
Transparency across systems, data and gaps – documented, not claimed.
Target picture, data model and integration paths – as a resilient blueprint.
One profile from CRM, web and warehouse – identity-safe and consent-driven.
Journeys across email, web, app and field force – signals instead of campaign calendars.
MLR approvals in Veeva Vault PromoMats, modularization and reuse – anchored in the process.
Prioritized execution plus roles, rituals and responsibilities.
Training, building together and hypercare – your team takes over with confidence.
Attribution, journey reporting and KPIs – the value contribution becomes visible.
Stacks & technologies I build with
Every industry fails in different places
The patterns I keep running into in projects – and how I resolve them.
Grown, not designed
Light and shadow IT grown over years, knowledge at agencies, warehouse and CRM disconnected – and the stack has to show ROI.
What I do differently → Medical & MedTechMany stakeholders, no common thread
Long sales cycles with many touchpoints, KOL and HCP engagement fragmented, a content flood without modular control.
What I do differently → Financial institutionsPersonalization under supervision
Sluggish legacy release cycles meet real-time expectations, GDPR and supervision meet personalization pressure, channels meet silos.
What I do differently →How we work together
Assessment
Full transparency: systems, data, capabilities – and what’s missing.
Architecture
A clear target picture: target architecture and data model – defined in phase 1.
Pilot & Roadmap
First use cases live – plus a roadmap for scaling and capability building.
Enablement & handover
Training, documentation and hypercare – your team takes over confidently, the knowledge stays in-house.
Your team makes data-driven decisions – and runs the system itself
Role-based training in your own environment, co-building the first real journeys, documentation and playbooks in-house, hypercare after handover. For directors that means investment security: teams become independent, the stack delivers measurably.
See enablement in detailDecide before the journey starts
A fictitious test group runs through the entire journey – before a single real message goes out. Reach and bottlenecks per step become visible while corrections still cost nothing.
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Frequently asked questions
What does 360° omnichannel actually mean?
Interim role or project – how do you work?
We use Adobe and Salesforce in parallel – does that work?
How fast do we see results?
Why the focus on regulated industries?
How do you make sure my team can run the system afterwards?
Let’s run your assessment.
In a first conversation we’ll clarify where your omnichannel foundation stands and where the biggest levers are.
Request an assessment