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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Cat Herding 101 – Do not herd cats!

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Matrixed by Need

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Connected but not engaged

Technology has Overtaken Organisational Structures

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Focused Business = New Opportunities

Printers

Personal Devices

Servers

Storage

Software

Aruba HPE

(Networking)

Financial Services

IT Services

1939 2015

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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

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Organisational vs Personal Factors

Customer

Relevance

Personal

Accountability

Global Regional Country

Power Pendulum

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Demand Generation: Assessment

PEOPLE

PROCESS

TECHNOLOGY

• Roles

• Skills

• Attitudes

• Current

• Future

• Gap to Future

• Current

• Future

• Gap to Future

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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

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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

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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

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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

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Case Study: Digital Workplace

Current Status: Phase 3 Enablement

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Cat Herding 101

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THANK YOU