siriusdecisions - citrix case study

The Blueprint for Building Your Global Demand Center

Stefan NandzikSr Mgr, Field Alignment

Citrix Systems, Inc.

© 2014 Citrix. Confidential.2

About Citrix

• Founded in 1989• Revenue in 2013 of $2.9 billion• Over 5,000 employees worldwide• About 330,000 customers• 98% of Fortune 500


My Journey…

• Developed Marketing Systems for Citrix Germany as a Vendor

• Joined Citrix EMEA Marketing Team in 2007• Joined “Global Marketing Operations” in 2011• Managing the “Field Alignment” team since 2012• Built & Managed the Demand Center since 2013


“” 2012 Field Alignment Charter & Mission

“Design and enable the worldwide demand marketing processes and organization to achieve

operating efficiency and scale.”


The Beginning of the Journey 2012…

Corporate Marketing

Product Marketing WW Demand Gen

Field Sales

Americas Marketing EMEA Marketing

CEO

RunMarketing

Campaigns(System/Process/Resources)

RunMarketing


RunMarketing


RunMarketing



Field Marketing

EMEA

Field MktgEmployee

Japan

Americas

APAC

Field MktgEmployee

Field MktgEmployee

Field MktgEmployee

Field MktgEmployee

Field MktgEmployee

Internal Service

Provider 1

eMarketing

External Service

Provider 1

External Service

Provider 2

External Service

Provider 3

External Service

Provider 4

Global Marketing Operations

WebMktgOpps

MktgData/Platform

Opps

First Stop: The Land of Services…


Field MktgEmployee

Field MktgEmployee

Field MktgEmployee

Field MktgEmployee

Field MktgEmployee

Field MktgEmployee

Internal Service

Provider 1

eMarketing

External Service

Provider 1

External Service

Provider 2

External Service

Provider 3

External Service

Provider 4

Global Marketing Operations

WebMktgOpps

MktgData/Platform

Opps

First Stop: The Land of Services & Governance

Field Marketing

EMEA

Japan

Americas

APAC


Looking for the Map to the Enterprise Service Model

Service Strategy?

Global ServiceOfferings

No Global Services


Asking Experts for Directions…

Corporate Marketing


Field Sales


CEO

RunMarketing


RunMarketing


RunMarketing


RunMarketing



The Discovery of the “Demand Center”

Corporate Marketing


Field Sales


CEO

Run or InfluenceAll MarketingCampaigns

(System/Process/Resources)

(Demand) Center of Excellence

Building the Business Case


Actually, Three Cases…

Chief Financial Officer Chief Marketing Officer Senior Vice PresidentSales and Services


Assessment of the Existing Models, Costs & ReturnsCFO Business Case

Internal Team Internal & Automation External Agency

+ Cost- Scalability

+ Cost- High Skillset Required

+ Scalability- Cost

Cost per Campaign: “$1”Return: “$18”

Cost per Campaign: “$0.5”Return: “$20”

Cost per Campaign: “$1.5”Return: “$19”

Numbers are shown normalized with the cost per campaign of the “Internal Team” as baseline $1


Breakdown of Cost per Campaign & ImprovementsCFO Business Case

Marketing Automation

Online Col-laboration

Duplication

Remaining Campaign

Cost

CFO Business Case Summary

• Increase ROI per Campaign• Commit to at least double existing ROI• Combine with Marketing Automation Rollout• Combine with Online Collaboration Rollout

• Pssst: Build in some “slack” ROI gains…


Define Service Level Agreements (Example: Email Blast Service)CMO Business Case

Components

Targeting / Segmentation

Email Validation Service

Production based on Templates

A/B Test Setup

Deliverability Management

Lead Capture Forms

Frequency Management

Capacity Planning

15-20 Email Blasts per Week

Defined due dates for requests

Defined due dates for assets

Monitoring

Open Rates > x %

Click Rates > x %

Registration Rate > x %

Lead Capture Rate > x %

Social Sharing > x %

Unsubscribe < x %

# of Engaged Contacts


Create a Company-Wide Service Catalog with SLACMO Business Case

WWIM AMER EMEA Services Mktg

Email Blast X X X X

Lead Form X X X X

Nurture X X

Webinar Q3 X X Q4

Seminar Q4

…

…


Enable Accelerated Execution of Marketing StrategyCMO Business Case

New: Auto Nurturing

New: 3rd Party List Support

New: Next?

Services for ‘Status Quo’

Needs

CMO Business Case Summary

• Define & Standardize SLAs per BU• Rollout Service based on ‘Status Quo’• Leverage efficiency gains to add new services• Add Services based on Marketing Strategy

(Nurturing? Content? Social? Personalization?)


Enable Governance & Sustainable DemandSales Business Case

Sales Business Case Summary

• Central Monitoring = Governance- Corporate Design & Messaging- Campaign ROI Analysis- Demand Gen Follow-Up

• Shared Services allow Load Balancing- GEOs / Regions / Corporate / Other BU- Shared costs typically removed from field budgets

Choosing the Organization Model


Organization Models for the Global Demand Center

Internal Team Hybrid Staff Model External Agency

+ Cost- Scalability

Neutral: Cost+ Scalability

+ Scalability- Cost

+ Governance+ Internal ‘Standing’+ Retain Expertise

+ Governance+ Internal ‘Standing’+ Retain Expertise+ External Knowhow

+ External Knowhow- Governance- Internal Standing


The Hybrid Staff Model

Demand Center

Projects Segmentation Services

2 x Producers

2 x Campaign Managers

Internal Team(= Headcount)

Scalable Team(= Budget)


New Service RolloutUse Case for the Hybrid Staff Model

Citrix

Develop blueprint for process & SLA

Collaborate on developing training material

Update knowledge base / Job aids

DemandGen

Collaborate on developing training material

Leverage updated knowledge base / Job aids


Scaling UpUse Case for the Hybrid Staff Model

Citrix

Budget additional resources

Setup access for new employees

DemandGen

Recruit new candidates

Onboard / Train new employees


Team Member LeavingUse Case for the Hybrid Staff Model

Citrix

Setup access for new employee

DemandGen

Recruit backfill candidate

Onboard / Train new employee

Compensate during potential downtime

Leveraging Technology & Tools


Online Collaboration


Campaign Lifecycle: Extended Focus of the Demand Center

Planning Scheduling Reporting AnalysisExecution


Campaign Lifecycle: Extended Focus of the Demand Center

Planning Scheduling Execution Reporting Analysis


Key Takeaways

• Step 1 – Decide “Service Governance versus Full Execution Model”• Step 2 – Develop the “3 Business Cases”• Step 3 – Consider Demand Center as “Business” inside the company• Step 4 – Build the initial “Services Catalog” and align with internal clients• Step 5 – Assess “Internal, External or Hybrid Staff Model”

• Finally: Measure the Value / Impact, not the Activity Metrics!


WORK BETTER. LIVE BETTER.

siriusdecisions - citrix case study

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