©2010 Hewlett-Packard Development Company HP confidential—For illustrative purposes only—Subject to law

1

Jay MellmanSr. Director, WW Marketing

Going Global with HP Enterprise Campaigns in the Era of Change ManagementChallenges and Accomplishments

2 ©2010 Hewlett-Packard Development Company HP confidential—For illustrative purposes only—Subject to law

Situation Analysis

No linkage to larger Enterprise marketing organizations

40 campaigns across 4 BU’s

No campaign focus

(surprise!)

Scattered organization and functions

Very limited closed loop

tracking

Strong opinions and

clear standards

3 regional orgs backed by product launch with different flavors

Very limited central marketing organization for networking

Emphasis on product launch

No product marketing

No campaign and GTM

Field enablement only launch

1 competitive person globally

3 ©2010 Hewlett-Packard Development Company HP confidential—For illustrative purposes only—Subject to law

Initial 30-60 Day Goals

Reorganize and build new

marketing organization

Develop new global

campaign processes and

structure

Establish new “solutions”

focus to complement

product marketing

Align to new HP remote

working models

Drive transformation from mid-

market value player to

global enterprise networking

player

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Dramatic Change within Months

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Sample globalizing issues

Planning and lead times• Across regions, business units, sales, and channel organizations

Aligning awareness, demand generation, promotions, and communications

• Creating new virtual teams with central themes

Translation and localization• Including agency linkages and timelines

Field and channel enablement• Including “Gold Standard” assets, new procedures, and global training organization

Alignment with the larger HP• Teams adjusting to top-down and centralization cultural shifts

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Q2FY10 Q3FY10 Q4FY10 Q1FY11

AR/PR and thought leadership

Advertising and promotion (awareness)Lead generation (consideration)Demand generation (preference and purchase)

HP Networking Campaign Flow and Themes

Liberate your network: PR themes, etc.

Liberate your network

Change the rules of networking: 3Com, customer momentum, point of view pillars (simplicity, better service, better TCO)

Impact of networking innovation on CI: FlexFabric and data center networking, branch office and application services, etc.

Liberate your network: TCO, specific promos, regional flexibility during transition to new campaign. Focus on MDF spend for demand gen, close alignment with new campaign

Change the rules of networking: Promote combined HPN with PoV pillars

Change the rules: Allow limited regional flexibility for opportunistic targeting. Limit product promotion, but target customer purchase areas

Change the rules of networking: HPN with PoV pillars with solution examples. Highlight how Data Center, UC&C, mobility, security, mgmt deliver the core PoV values

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The Result