November 2025

Welcome to the November edition of the Marketing Operations newsletter which includes the latest on best practices, knowledge sharing and system/process updates for our global and regional sales and marketing colleagues. The newsletter is now available through GO IQ. Use the GO IQ link to comment, like and share with colleagues.

Let others know what is working! If you have learnings or successes to share with the community, connect with us.

Have a question? Join our November open office hours

We look forward to having everyone join us on Wednesday, December 3 at 9am EDT for our November Open Office hours call!

Agenda:

·    Review paid search campaign within Marketing Performance Hub - Abhijith Joseph

·    IQVIA.com navigation update - Brandon Haslip

·    Q&As

Plan to attend the next Open Office hours on December 3 @ 9am EDT. Register here to receive monthly invite.

Discover IQVIA.com's enhanced navigation: Find what you need faster and easier

We are excited to introduce a refreshed primary navigation experience on IQVIA.com designed for visitors to find what they need quickly and intuitively.

What's new:

·    Click-Based Navigation: We've transitioned from a hover-based menu to a click-based design, providing a more stable and predictable experience across devices.

·    Enhanced Solutions Panels: Our solutions section now features redesigned panels that highlight subsections more prominently. Each option includes teasers, helping users understand what they'll find before clicking.

·    Scrollable Therapeutics Menu: To improve visibility, we've introduced a scrollable menu for the therapeutic section of the site that allows us to showcase therapies in one place, improving exploration.

·    Dedicated Innovations Menu: Pages in the featured Innovations section have been elevated to their own top-level navigation, giving these important resources greater visibility.

·    Consistent Styling Across Menus: We've updated the look and feel of all menus for a cohesive, modern and user-friendly experience throughout the site.

These updates are designed to improve discoverability, reduce friction, and create a more engaging experience for visitors exploring IQVIA's solutions, therapeutic expertise, and innovations.

The new navigation is expected to go live in the last week of November. Once live, if you experience any issues with the navigation please submit a website feedback form on the toolbox.

Simplifying campaign structure: New hierarchy terms in LinkedIn campaign manager

LinkedIn has introduced an update to its ad campaign structure within the campaign hierarchy. While this change will not directly impact marketers, it aligns with industry-standard naming conventions used by other ad management platforms (such as Google ads), making it easier for new advertisers to get started. As part of this update, Campaign Manager will rename two of its four entities: Campaign Group and Campaign.

What's new? A refreshed structure within Campaign Manager makes it easier to group, track, and optimize campaigns.

Why now? This update helps marketers save time, improve reporting accuracy, and enhance strategic planning.

Who's impacted? All users managing campaigns through LinkedIn's Campaign Manager.

Key benefits:

·    Smarter Organization: Intuitive grouping of campaigns, ad sets, and ads.

·    Simplified Navigation: Easier management of large-scale campaigns.

Explore the new hierarchy by logging in to LinkedIn Campaign Manager and reviewing your campaigns. For more details and FAQ's, visit LinkedIn help or reach out to Ketan Deshpande.

Performance Max campaign data integrated on the Marketing Performance Hub (MPH)

We're excited to announce that Performance Max campaigns are now visible within the Marketing Performance Hub. A Performance Max campaign is a goal-based Google Ads campaign that uses AI to drive conversions by running ads across all of Google's inventory, including Search, YouTube, Display, Gmail, and Maps, from a single campaign. 

You'll find Performance Max data alongside Google ads and Bing paid search data, which creates a more complete picture of paid search performance for marketing analytics.

What's new and why it matters

·    Unified Reporting: Access Performance Max, Google ads, and Bing paid search data in one place for holistic analysis.

·    Improved Accuracy: No more missing campaign types – Performance Max is now fully represented.

·    Actionable Insights: Make smarter decisions with a complete dataset.

Explore the updated Paid Search Performance page today to see Performance Max data in action. 

Your feedback helps drive change – this update addresses gap identified by one of our reporting groups! If you have questions or want to provide suggestions, please reach out using our request form.

Expand paid social reach with LinkedIn audience network

LinkedIn Audience Network (LAN) extends your sponsored content beyond LinkedIn's feed to trusted third-party publishers, helping you reach professionals wherever they engage with the content. This ensures greater visibility and impact for your brand.

Key benefits of LinkedIn Audience Network

·    Broader Reach: Expand your sponsored content to millions of professionals across vetted publishers.

·    Brand Safety: Ads appear in secure, brand-safe environments with options for category blocking and custom block lists.

·    Performance Optimization: Leverage LinkedIn's advanced targeting and bidding algorithms to maximize ROI and engagement.

·    Effortless Activation: Enable LinkedIn Audience Network with a simple toggle during campaign setup.

Leverage LinkedIn Audience Network for awareness Campaigns - When LinkedIn Audience network is enabled, campaigns are algorithmically optimized to meet your selected objectives, often delivering a lower cost per key result. Consider using LAN primarily for awareness campaigns aimed at maximizing reach. For conversion campaigns, we are still in the testing phase and will only consider LAN for experimentation upon explicit request.

If you'd like to test LAN for your campaign, please specify this in your request form. You can find more details on it here, and for any questions, contact Sandeep Kamboj.

Driving efficiency and cash flow: EMEA billing process transformation

In October 2024, 13 stakeholders from EMEA Finance, GFSS Order-to-cash, and Sales Admins convened in London for a kaizen workshop to review and enhance the EMEA regional billing process. The EMEA RBU billing process is integrated with Salesforce and SAP and plays a critical role in IQVIA's cash flow and customer satisfaction.

Key outcomes of the Kaizen workshop:

·    Error Reduction: Targeting a decrease in customer contract errors from 
~30% to 20%.

·    BNF Rejection Improvement: Lowering rejection rates from 14% to 12%.

·    Financial Impact: Projected increase in free cash flow by $2.2M and $200K savings in cost of capital.

Expected Benefits:

·    1,500 hours saved annually.

·    Improved billing timelines and accuracy.

·    Strengthened collaboration across IQVIA teams, reinforcing innovation and teamwork.

Please Follow The Lean Connections and visit LEAN BPI&A for all the latest helpful news, information or new idea submissions.

Internal tools, resources, and support

Links for Marketing Automation tools, resources, and reports:

Benchmark Report	Coverage Report
NNC Report	Contact Us
Marketing Operations Toolbox	Marketing Performance Hub

 

Don't forget to join the Marketing Operations office hours on the first Wednesday of the month at 9am EDT if you have any questions! The next session is on December 3. You can register or pre-submit any questions/topic ideas through the Marketing Operations Toolbox.