the journey to market leadership bob baginski svp – global marketing and communications satyam...

The Journey to Market Leadership

Bob BaginskiSVP – Global Marketing and CommunicationsSatyam

Carnegie Mellon UniversityMarch 22, 2007

1. Services vs. Products2. Business and Marketing Planning3. Integrated Marketing Portfolio

and ROI4. Market Development Lifecycle

and Stakeholder Branding5. Marketing Organizations and

Marketeers6. Top Ten Themes7. Questions and Answers

Agenda

Professional Services Products

Market PositioningMarket Positioning Brand StrategyBrand Strategy=Intellectual Capital

DevelopmentIntellectual Capital

Development

Research &Development/Production

Research &Development/Production=

Marketing Strategy & Execution

Marketing Strategy & Execution

Packaging, Promotion andDistribution

Packaging, Promotion andDistribution=

Service vs. Product Marketing

Business Assessment: Summary Snapshot

Markets Customers Alliances Competitors Company

Trends Deals Players $, # $, #

$ Issues/Opps. Classification Strategy Strategy

Vert., Horiz., Geo.

Demand Technology Business Focus

Investment

Growth Anecdotal Other Drivers Innovation CVP

SWOT Market Influencers

Relationship Brand Marketing

Business and Marketing Planning

• What is the business?• What is the market, including competitors?• Who are the target companies and executives?• What issues/opportunities/needs confront them?• What strategic and operational responses must they take?• How can we help (offerings, integrated solutions)?______________• What is our Client Value Proposition?• What is our Strategic Positioning Platform?• Plan and implement a comprehensive Integrated Marketing

portfolio.

Marketleader

Ye

ar

Leveraged Marketing Portfolio

me,too

Differen-tiated

The Journey to Market Leadership

• Collateral• Events• Web publishing• Direct marketing

• Marketing leaders• Brand/positioning• Advertising• Media relations• Client forums• Case studies• Internal comms.

• Business leaders• “Own the CXO”• R&D• Breakthrough TL• Tier 1 media• Analyst partnering• Client/opportunity-centric• Innovation and creativity

Global Marketing and Communications integrates nine major programs to achieve market leadership.

1. Market Research/Planning2. Thought Leadership3. Media Relations4. Analyst Relations 5. Advertising6. Internet 7. Direct Marketing 8. Client Forums9. Brand

Marketing and Communications is acomprehensive, measurable portfolio.

Program Business Investment Current DesiredValue Time $ Status Status

Research & Plan’g. High Mod Mod Mod High

Brand Strategy Very High Mod Low Mod Very High

Thought Leadership High High Mod Low High

Advertising (Varies) Mod Very High Low High

Media Relations High High Mod Mod High

Analyst Relations Very High Low Mod High Very High

Direct Marketing Mod Mod Mod Mod Mod

Internet Mod Mod Low Mod High

Program BusinessInvestment

Current DesiredValue Time $ Status Status

Internal Comms. (Varies) High Low Low Mod

Client Forums (Varies) High High High High

Account Planning Very High High Low Mod Very High

Oppty./Client-Centric High Mod Low Mod High

Case Studies Mod Low Low Low Mod

each program?

the entire portfolio?What is the

MarketingBusinessClient Value

ROI of

Marketing and Communications is a comprehensive, measurable portfolio.

Marketing and Communications Outsourcing

Can’t Can/Must Blend

Program Management Advertising Strategy

Research and Planning Media Relations Brand

Account Planning Writing/Editing Direct Marketing

Analyst Relations Design Client Forums

Internal Comms. Fulfillment Thought Leadership

Oppt’y.-/Client-Centric Internet

Case Studies

Marketing and Communications are pivotal at each stage of the Market Development Lifecycle.

Aware

Partn

er

Buy

Prefer

I

S

C

A

There are success stories to emulate foreach stakeholder.

Associate

• Employees first• Treat employees well = Treat customers well = Treat shareholders well• Employee-driven branding

Investor

• 6th-most valuable brand• Dislodged Motorola (market cap $ 11.2 Bn.) with a market cap of $ 71 Bn.

Society

Beyond Petroleum• A caring and responsible brand• Engaging the world on energy needs, uses, and alternatives• Willing to stand up for a cause

Customer

• Brand/strategic positioning • Tiger Woods• Invest and execute

Four Critical Success Factors

• Content

• Proof

• Quality

• People

Typical Professional Services Organizational Model

VBUs HBUs RBUs Corp.

Shared Services

Brand Management

Customer Intimacy

Operations Mgt.

Media Relations Analyst Relations

Internet

Thought Leadership

Research and Planning

Client Forums Direct Marketing

Advertising

Alliances

Loser/Support

OK/Manager

Peer/Leader

Three Marketing Stereotypes

Top Ten Themes

• Today, Brand rules.• Be a lifetime student; add skills to your CVP.• Have thick skin and a healthy ego.• Participate in your industry and discipline early.• Invest in relationships.• Take and accept risks.• Politics are everywhere.• Nothing beats a great boss. • Do great work, and sell the value of that work. • Soft skills become more important than hard skills.

Questions and Answers

exe_hires@satyam.com

bob_baginski@satyam.com