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