Marketing for ITO organizations working with SME clients
Transcript of Marketing for ITO organizations working with SME clients
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Marketing for ITO organizations working with SME clients
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Many outsourcing providers who have just started their way to success do not have a clear understanding of how to find clients. In the modern world competition between IT providers is extremely high. A wrong business development strategy can lead to a total business failure. The goal of this presentation is to help my colleagues to choose the right strategy and effective tactics in their way to success.
The problem
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What do you sell? Who are your buyers? Who are decision makers at buyers’
side? Who are your competitors? Why are your services better? What are global trends in
outsourcing?
A FEW QUESTIONS TO START WITH
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What is their geography? What is their industry? What is their annual revenue? Do they have internal IT
departments? What are their business challenges
today? Do you have solutions for those
challenges?
Who are your buyers?
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DO YOUR HOME WORK AND ANSWER THESE QUESTIONS:
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Business practice difference
Culture difference Language barrier Time zone difference
Geography challenge
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RESOLVING THESE CHALLENGES BELOW MUST BE PART OF YOUR STRATEGY
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Culture difference
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COUNTRY UAI
Denmark 23
Sweden 29
UK / Ireland 35
United States 46
Norway 50
Netherlands 53
Finland 59
Germany 65
Australia 70
Greece 112
CHECK THIS SITE TO LEARN MORE ABOUT THE TABLE BELOW AND WHAT IT MEANS FOR YOURBUSINESS DEVELOPMENT STRATEGY http://geert-hofstede.com
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General Executives CEO / Chairman Managing Director COO Director Etc.
Who is the right decision maker for you?EACH GROUP OF DECISION MAKERS REQUIRES PERSONALIZED APPROACH
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Marketing Executives CMO VP Marketing Marketing Director Etc.
Technical Executives CTO VP Engineering Development
Director IT Director Etc.
Financial Executives CFO Finance Director Commercial Director Etc.
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Who are your competitors? Source: www.atkearney.com
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Deciding who are your competitors you predetermine your company growth for the next 2 – 5 years.
Your real competitors are those who have been now resolving business challenges of your potential clients, not those who provide the same services as you do now.
The only way to win the market share is learning your clients’ and competitors’ businesses.
Design your services and your marketing message based on deep understanding of your target market; do not copy what your peer companies do.
Competitors are important
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Service perspective You are cheaper You are business niche experts You provide unique services and do not have any competitors You develop brand new technology and do no have any competitors
Customer service perspective Your team is proactive (including software engineers, yes I do mean
them as well) You are 100% responsible for the work you do You provide local customer support You are flexible and ready to go an extra mile for your clients You speak business language You understand and are able to address client’s business challenges
Why are your services better?
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WHAT WILL BE YOUR CHOICE?
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What do you sell?
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Outcome-based contracts is a trend
Multi-sourcing trend continues to grow
Business moves its IT infrastructure to cloud
Value added services are more important than cheaper labor cost
Location risks matter Clients became more and
more sophisticated and proficient in IT
GLOBAL TRENDS
Source: www.cio.com
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What business wants from IT?
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• Proactive technical leaderships • Business improvement • Innovations• Business result on every dollar spent
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DOWNSIDE OF OUTSOURCING
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Time to change the paradigm
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Business understanding must become your new marketing strategy
You as a technology leader are responsible for business outcome of technology projects you are committed to do
Invest into market research before starting any marketing campaign
Invest into communication quality: level of spoken English, quality of your marketing materials, quality of your business communication matter
Technology like programming languages, databases, frameworks, etc… is a tool not a service itself
Software engineers are not “bodies for leasing” anymore; they are service people who help your clients to grow business.
Start measuring your business success based on what real value your services brought to your clients
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Thank youMichael GrebennikovManaging Director Skype: michael.grebennikovE-mail: [email protected]