Transcript Marketing Overview - Assumption College

Creating an Entrepreneurial Marketing Environment
February 2010
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Agenda
 Changes in the Business Environment
 How Marketing is Adapting
 Defining the Role of Marketing
 Marketing Expertise
 Success Factors
 Customer Impact to Marketing Activities
 Insight to Cisco Marketing Activities
 Take Away List
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Business Environment Has Changed!
 True Impact of a Global Economy
 Diverse and Evolving Competitors
 Dynamic Customer & Partner Base
 Changing Composition and Definition of
Workforce
 Communication “Noise”
 Continued Geopolitical and Social Unrest
• Direct Ownership of Resources not a Critical Factor
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Changes have Required Marketing
Organizations and Functions to Adapt
 Re-examination of Roles, Skills/Expertise, Career
Paths
 Reporting Structures Redefined
 Challenge to Balance Short Term and Long Term
Objectives
 Budgets Impacting Staffing and Centers of
Excellence (In-house vs. Outsourcing)
 New Communication Model?
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How are Organizations Defining the Role
of Marketing?
“It’s Marketing’s role to keep our
fingers on the pulse of each
market segment and lead the
company in defining the market
requirements, shaping markets
and solutions, and taking our
message to customers.”
Sue Bostrom, EVP and CMO, Cisco Systems
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Good News: Foundation of Marketing has not
Changed - Lessons from the Past (1958)
“I don’t know who you are
I don’t know your company
I don’t know your company’s product
I don’t know what your company
stands for
I don’t know your company’s
customers
I don’t know your company’s record
I don’t know your company’s
reputation
Now—what was it you wanted to
sell me?”
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But Marketing Expertise and Functions are
Evolving – Entrepreneurial Focus
 Plan
 Understand
 Analyze
 Anticipate and Identify Change
 Communicate
 Exploit Success
 Foster Relationships
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Insight: Success Factors
 Plan
• Set the proper working environment
• Create best practices and methodologies
• Ensure tools and infrastructure match long term
requirements. Don’t let the tool drive your business
• Agree on strategic objectives and necessary KPI’s to
measure true business success
 Understand
• Know your product, market, customer, competition,
audience, and company (+/-) and think global
 Analyze
• Content Management and Data model but don’t get
fooled by numbers and statistics of trends, leads, &
sales
• Identify patterns, trends beyond basic data – have
insight and question!
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Insight: Success Factors
 Identify and Anticipate Change
• Brain storm, debate and discuss
• Create hypothesis and validate
• Look at the future and understand the past:
“Organizations are doomed if they do not respect
history”
 Communicate
• Proper communication to diverse audiences
• Importance of Social Media
• Consistency of messaging
 Exploit Success
• Windows of opportunity (Cost effective and timely)
 Foster Relationships
• Create loyalty, pride, and trust
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Insight: Customer Impact on Business
and Profitability within the Product Adoption Lifecycle
Generalists
Follow the market
Trends
Early Adopters
Risk Takers
Laggards
I will only buy it
As necessary
Left Behinds
No way
Innovators
“Need it”
Adoption Chasm
Generalists will ensure your success
Laggards will support a cash cow portfolio
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Insight: Adoption and Cisco Marketing Role
Marketing
Outcome
Thought
Leadership
Accelerate
Market
Transitions
Market
Value
Establish
Preference
for Cisco
Revenue
Growth
Generate
Demand
Time
Frame
Short
Medium
Long
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Insight: Cisco Marketing Value Proposition
Accelerate
Market Transitions
 Shape the direction of markets by providing
thought leadership and influencing analysts,
press, customers, partners, and employees
Establish Preference
for Cisco
 Build value of Cisco brand, improving price
premium, margin infrastructure and stock
price
 Build customer equity, increasing loyalty
 Open new buying centers, increasing wallet
share
Generate
Demand
 Build pipeline, accelerate demand for Sales
Foster Collaboration
Operational Excellence
 Bring market and customer insight;
systems and tools, and unique
capabilities to the company
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Take Away List
 Experience is Critical
• Pay your dues, learn, have patience
• Know Your Product,
Market, Customer, Audience, Company
• Be Flexible and Evolve Your Self and
Organization: Early Adopter
 Develop Your Skill: Expert vs. Generalist
• Need to take risks, make moves to obtain
exposure in various areas
 Career Planning vs. Work/Life Balance
 Think Outside the Box and Be Creative
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The best way to predict the
future is to create it.
- Peter F. Drucker
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