nasscom presentation by sanjeev gadre

What & How to Build a Product Business

Addressing the Marketing Challenge

Sanjeev Gadre Vice President - Marketing

Proprietary and Confidential2

Disclaimers

All opinions expressed herein are my own and do not

represent in whole or part that of Subex Azure Ltd.

All opinions expressed herein draw on my personal

experiences, so in case you violently disagree, please bear

with me.

Experiences relevant to high price/low volume products May be limited (?) in relevance to low price/high volume products


Agenda

Strategic questions What is marketing’s role?

How should I measure marketing’s impact?

Tactical plans Roles and responsibility matrix

Sales toolkit

Multi-modal marketing program

The Public Affairs leverage

Answering the Strategic

Questions


Marketing > Marketing Communications

UNAWARE

AWARE

INTEREST

DESIRE

ACTION

Sales Driven

Marketing Communications


Marketing > Marketing Communications

UNAWARE

AWARE

INTEREST

DESIRE

ACTION

Sales DrivenMarketing Driven


Marketing’s Mission

Carry the primary responsibility for

demand creation.

Must compel prospects to move

closer to a purchase decision for

our products (alternatively become

complacent to competitive products).

If it does not facilitate a sale then its not Marketing


Marketing Mix Investment Model

Source: Pedro Laboy, COO – Senior Partner, Tocquigny


$100M

Build additional Pipeline

Lead Generation

Mature current Pipeline

Sales Support

Q4FY07 Q1FY08 Q2FY08 Q3FY08 Q4FY08

Key Measure of Performance:Increase in Weighted Sales Funnel

Product Targets

Regional Targets

Business Objectives

$15M$35M

$40M

$50M

$160M $200M$125M $250M

Getting It Done


A Scalable Organization Structure


A Scalable Organization Structure

• Develop & implement programs to positively impact corporate brand amongst trade press & industry analysts

• Deliver on a regular press release calendar

• Own marketing plan to meet product revenue target

• Analyze market trends & develop marketing strategy

• Develop relevant marketing tools & collateral

• Voice-of-sales

• Develop & implement regional marketing plans

• Provide regular, visible, tactical support to sales team


Conceptual Clarity & Contextual Familiarity

What is your position? Can you express your position in a 10 word sentence?

Does the market value your position? Why is it valued?

Make market research part of ongoing marketing

plans


A Typical Product Sales Toolkit

Datasheet Single sheet high level introduction

Brochure 4-8 sheet relating business benefits to product

offer

ROI tool Product description document

Detailed explanation of product functionality

Product presentation Articulating business problems & positioning the

product Competition analysis

SWOT, battle-cards Competitive product comparison Competitor kill-kits Case studies/Customer testimonials Whitepapers Demos

Sales toolkit is necessary but not sufficient to win


Integrated Plan to Leverage Multiple Channels

Marketing Program

Offline Campaigns

Advertising

Direct Mail

Events

Public Relations

• Print Ads

Electronic Newsletter

Web Seminars

Website

Online Promotions

Online Campaigns

Email Marketing

• Rented Lists• Purchased Names• Customer List

• Tradeshows• Conferences• Partner Events

• Press Outreach• Analyst Relations

• Rented Lists• Purchased Names• Customer List

• Online Ads• SEO


Media Vehicles - Impact

Executive IT Management Executive Corp. Management

Peers/colleagues outside company 86% Technology B2B magazines 79%

Technology B2B magazines 81% Peers/colleagues outside company 70%

Analysts/Research firms 72% Vendor Websites 69%

Vendor Websites 68% Peers/colleagues within company 66%

Peers/colleagues within company 64% Industry publications 66%

Technology tradeshows 64% Technology tradeshows 57%

Industry conferences 61% Industry conferences 55%

Vendor-sponsored webcasts 57% Business magazines 53%

General search engines 54% Analysts/Research firms 53%

Vendor sponsored seminars 54% General search engines 53%

3rd party-sponsored webcasts 52% Vendor-sponsored webcasts 47%

Business magazines 52% Websites focussed on my industry 47%

3rd party-sponsored seminars 51% 3rd party-sponsored webcasts 43%

Technology B2B websites 51% National daily business newspapers 43%

Industry publications 48% 3rd party-sponsored seminars 41%

Business magazine websites 48% Technology B2B websites 37%

Q: Which of the following sources do you rely on for information relating to your job or to make technology decisions?

Sou

rce:

CM

P P

PS

VII


Events – Why Do I Attend?

To gain competitive advantage 71%

To gather information needed to set my company’s IT strategy 67%

To meet with a variety of vendors 66%

Ability to compare multiple products at once 57%

To stay up to date on the latest technologies 51%

Makes me feel like I am part of a broader community 51%

To better understand how to leverage technology to create business value

49%

To network with peers 42%

To hear keynote speeches by industry leaders 27%

To gain insight and perspective 19%

22% report an increase in attendance of face-to-face events in the past year

Sou

rce:

CM

P P

PS

VII


Executing a Successful Event

Successful events are by design not chance

Pre-event activities more important than at-event gloss

Are you offering what attendees come for at events?

Post event follow up multiplies ROI.


Webcasts/ Webinars – Gaining Importance

47%

58%

57%

52%

52%

IT Staff

IT Management

Executive ITManagement

LOB Corp.Management

Executive CorpManagement

> 2/3 times a month <1 time per month

Q: Over the course of a typical month, how often do you attend webcasts for information relating to your job or to make technology decisions?

Sou

rce:

CM

P P

PS

VII


Lead Generation vs. Prospect Nurturing

45% of all inquiries purchase within 12 months from date of initial inquiry.

Not necessarily from you

On average, only 20% of all inquiries get a response.

It can take up to 6 touches through the buy cycle before prospect will consider a purchase.

Email as a Salesman

Website as a GatewaySource: DMA, B2B Marketing Conference


Media Vehicles - Impact

Executive IT Management Executive Corp. Management

Peers/colleagues outside company 86% Technology B2B magazines 79%

Technology B2B magazines 81% Peers/colleagues outside company 70%

Analysts/Research firms 72% Vendor Websites 69%

Vendor Websites 68% Peers/colleagues within company 66%

Peers/colleagues within company 64% Industry publications 66%

Technology tradeshows 64% Technology tradeshows 57%

Industry conferences 61% Industry conferences 55%

Vendor-sponsored webcasts 57% Business magazines 53%

General search engines 54% Analysts/Research firms 53%

Vendor sponsored seminars 54% General search engines 53%

3rd party-sponsored webcasts 52% Vendor-sponsored webcasts 47%

Business magazines 52% Websites focussed on my industry 47%

3rd party-sponsored seminars 51% 3rd party-sponsored webcasts 43%

Technology B2B websites 51% National daily business newspapers 43%

Industry publications 48% 3rd party-sponsored seminars 41%

Business magazine websites 48% Technology B2B websites 37%

Q: Which of the following sources do you rely on for information relating to your job or to make technology decisions?

Sou

rce:

CM

P P

PS

VII


Generating the PR leverage

Establish a regular PR calendar

and follow it

Proactively reach out to analysts

Speaking engagements provide disproportionate leverage

Establish a measurement and reporting framework

SomeMiscellaneous

Learning


Develop Brand Power


Competition is always global


Learn from other industries

Thank You

Feedback & Discussions [email protected]