Customer Case Study
Baxter Aligns Marketing, Sales, and Compliance with Allego
Baxter is a global healthcare company whose products touch most stages of the hospital experience. As the organization expanded Allego usage across regions, business units, and functional teams, it needed a scalable approach to enablement, content governance, and compliance management.
Challenge:
Baxter implemented Allego to replace two legacy platforms and support 700 sales users across the Americas. Speed was the priority: getting teams up and running quickly.
The deployment met immediate needs, but Marketing was not heavily involved in the initial strategy. Governance, content ownership, taxonomy, and long-term scalability remained secondary.
As Allego adoption expanded globally, Baxter encountered new challenges:
• Marketing and Sales operated in separate systems and workflows
• Approved marketing content was difficult to manage consistently across regions and business units
• Compliance requirements complicated content sharing and distribution
• Content ownership, governance, taxonomy, and tagging lacked standardization
• Teams outside Sales requested access to Allego
As the platform evolved, Baxter recognized that Allego was no longer simply a sales training tool. To fully support the organization, Marketing needed to become a strategic stakeholder in the platform’s future.
“The most critical part for us is it was the aha moment. And to do that, I had to get marketing content in the system that was certified perfectly safe to distribute from Allego to the end user... I had to get certified content into the system that we could leverage for effective training.”
Solution:
Baxter evolved its approach by bringing Marketing, Sales Enablement, Compliance, Commercial Excellence, and IT together to create a structured content governance strategy. Working with Allego, Baxter built a framework that connected approved marketing content to sales execution while maintaining compliance.
Key initiatives included:
• Integrating approved marketing content from regulated source systems into Allego
• Automating content ownership, expiration management, and compliance workflows
• Creating standardized tagging and taxonomy to improve discoverability
• Establishing governance processes for content creation, management, and sharing
• Aligning Marketing and Sales around a single source of truth for customer-facing content
• Supporting internal learning experiences and externally shared content
• Expanding Allego usage across Marketing, Sales, IT, Revenue Cycle Management, and other functions
Rather than treating content management and enablement as separate initiatives, Baxter created a unified ecosystem that connected content creation, governance, training, and customer engagement.
Results:
By bringing Marketing into its Allego strategy, Baxter transformed the platform from a sales-focused deployment into a broader content and enablement ecosystem.
With Allego, Baxter:
• Established a governed process for managing and distributing approved marketing content
• Improved alignment between Marketing, Sales, Compliance, and IT teams
• Streamlined content management through automated integrations with regulated source systems
• Increased confidence in compliance and external content-sharing processes
• Built standardized taxonomy and tagging frameworks to improve content discoverability and scalability
• Expanded Allego beyond sales training to support content management, customer engagement, and cross-functional collaboration
One of Baxter’s most important lessons learned was that Marketing should have been involved much earlier in the implementation process. By bringing Marketing, Sales, Compliance, and IT together on a shared platform, Baxter created a scalable foundation that supports both internal enablement and customer-facing content delivery across the globe.
