DEMAND GENERATION IN A MATRIXED ORGANISATION JON MOGER Snr. Director Marketing EMEA Disclaimer: Views expressed are my own and do not represent those of Aruba, a Hewlett Packard Enterprise company
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DEMAND GENERATION IN A MATRIXED ORGANISATION
JON MOGER
Snr. Director Marketing EMEA
Disclaimer: Views expressed are my own and do not represent those of Aruba, a Hewlett Packard Enterprise company
2
Cat Herding 101 – Do not herd cats!
3
Matrixed by Need
4
Connected but not engaged
Technology has Overtaken Organisational Structures
5
Focused Business = New Opportunities
Printers
Personal Devices
Servers
Storage
Software
Aruba HPE
(Networking)
Financial Services
IT Services
1939 2015
6
Communication Framework
Engage & Persuade
Earn Attention
Accelerate to Close
Transform to a hybrid cloud
Protect your digital
enterprise
Empower the data-driven organization
Enable workplace
productivity
7
Organisational vs Personal Factors
Customer
Relevance
Personal
Accountability
Global Regional Country
Power Pendulum
8
Demand Generation: Assessment
PEOPLE
PROCESS
TECHNOLOGY
• Roles
• Skills
• Attitudes
• Current
• Future
• Gap to Future
• Current
• Future
• Gap to Future
9
Sales & Marketing Alignment = Insertion Strategy
Stage Buyer Behaviour* - Content Mapping Sales Stage Mapping
1 Determine Business Requirement Understand Customer
2 Determine Technical Need Validate Opportunity
3 Evaluate Product(s) Qualify Opportunity
4 Recommend Select Vendor Develop & Propose Solution
5 Sell Internally Negotiate & Close
6 Approve, Authorise, Purchase Won, Deploy
* IDG: Customer Engagement Study 2013
10
Product Marketing TECHNOLOGY ENABLEMENT
Drive Product Preference
Drive Internal Education
Drive Technical Education
Channel Marketing TECHNOLOGY PERSPECTIVE
Drive Brand Awareness
Drive Product Preference
Drive Demand Generation
Brand Stewardship COMPANY PERSPECTIVE
Drive Brand Values
Deliver Customer Experience
Drive Customer Insights
Digital & Social TECHNOLOGY & MARKET PERSPECTIVE
Drive Brand Awareness
Deliver Thought Leadership
Drive Product Preference
Sales Operations TECHNOLOGY & MARKET ENABLEMENT
Sales Enablement
Drive Sales Plays
Deliver Customer Experience
Campaigns & Events TECHNOLOGY & MARKET PERSPECTIVE
Deliver Thought Leadership
Drive Product Preference
Drive Demand Generation
Exec Communications COMPANY LEADERSHIP PERSPECTIVE
Company Vision and Strategy
Deliver Thought Leadership
Company Innovation
PR & AR TECHNOLOGY & MARKET PERSPECTIVE
Company vision and strategy
Drive Brand Awareness
Deliver Thought Leadership
Buyer /
Influencer
MA
RK
ET
ING
CO
MM
S
SA
LE
S
CO
MM
S
Integrated Content System
11
Understand Customer $xx million
stage duration
Validate Opportunity $xx million
stage duration
Qualify the Opportunity $xx million
stage duration
Develop Solution $xx million
stage duration
Propose $xx million
stage duration
Negotiate $xx million
stage duration
Won
Pip
elin
e ve
locity
Campaign Optimisation Contact Acquisition/Conversion Pipeline conversion and velocity
Measuring impact
Measuring impact
12
Campaign Introduction Process
Action 1 Action 2 Action 3 Desired Outcome
Phase 1 Business Case Insertion Strategy Organisational
Alignment
Phase 2 Campaign Design Asset Creation Content mapped to
buyer journey
Phase 3 Internal Comms Seller Training Internal Launch Enablement
Phase 4 External Launch Analytics Optimisation Campaign KPIs
13
Case Study: Digital Workplace
Current Status: Phase 3 Enablement
14
Cat Herding 101
15
THANK YOU
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