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Transcript of ©2010 Hewlett-Packard Development Company HP confidentialFor illustrative purposes onlySubject to...
©2010 Hewlett-Packard Development Company HP confidential—For illustrative purposes only—Subject to law
1
Jay MellmanSr. Director, WW Marketing
Going Global with HP Enterprise Campaigns in the Era of Change ManagementChallenges and Accomplishments
2 ©2010 Hewlett-Packard Development Company HP confidential—For illustrative purposes only—Subject to law
Situation Analysis
No linkage to larger Enterprise marketing organizations
40 campaigns across 4 BU’s
No campaign focus
(surprise!)
Scattered organization and functions
Very limited closed loop
tracking
Strong opinions and
clear standards
3 regional orgs backed by product launch with different flavors
Very limited central marketing organization for networking
Emphasis on product launch
No product marketing
No campaign and GTM
Field enablement only launch
1 competitive person globally
3 ©2010 Hewlett-Packard Development Company HP confidential—For illustrative purposes only—Subject to law
Initial 30-60 Day Goals
Reorganize and build new
marketing organization
Develop new global
campaign processes and
structure
Establish new “solutions”
focus to complement
product marketing
Align to new HP remote
working models
Drive transformation from mid-
market value player to
global enterprise networking
player
4 ©2010 Hewlett-Packard Development Company HP confidential—For illustrative purposes only—Subject to law
Dramatic Change within Months
5 ©2010 Hewlett-Packard Development Company HP confidential—For illustrative purposes only—Subject to law
Sample globalizing issues
Planning and lead times• Across regions, business units, sales, and channel organizations
Aligning awareness, demand generation, promotions, and communications
• Creating new virtual teams with central themes
Translation and localization• Including agency linkages and timelines
Field and channel enablement• Including “Gold Standard” assets, new procedures, and global training organization
Alignment with the larger HP• Teams adjusting to top-down and centralization cultural shifts
6 ©2010 Hewlett-Packard Development Company HP confidential—For illustrative purposes only—Subject to law
Q2FY10 Q3FY10 Q4FY10 Q1FY11
AR/PR and thought leadership
Advertising and promotion (awareness)
Lead generation (consideration)
Demand generation (preference and purchase)
HP Networking Campaign Flow and Themes
Liberate your network: PR themes, etc.
Liberate your network
Change the rules of networking: 3Com, customer momentum, point of view pillars (simplicity, better service, better TCO)
Impact of networking innovation on CI: FlexFabric and data center networking, branch office and application services, etc.
Liberate your network: TCO, specific promos, regional flexibility during transition to new campaign. Focus on MDF spend for demand gen, close alignment with new campaign
Change the rules of networking: Promote combined HPN with PoV pillars
Change the rules: Allow limited regional flexibility for opportunistic targeting. Limit product promotion, but target customer purchase areas
Change the rules of networking: HPN with PoV pillars with solution examples. Highlight how Data Center, UC&C, mobility, security, mgmt deliver the core PoV values
7 ©2010 Hewlett-Packard Development Company HP confidential—For illustrative purposes only—Subject to law
The Result