The Journey to Market Leadership
Bob Baginski
SVP – Global Marketing and Communications
Satyam
Carnegie Mellon University
March 22, 2007
Agenda
1. Services vs. Products
2. Business and Marketing Planning
3. Integrated Marketing Portfolio
and ROI
4. Market Development Lifecycle
and Stakeholder Branding
5. Marketing Organizations and
Marketeers
6. Top Ten Themes
7. Questions and Answers
Service vs. Product Marketing
Professional Services
Products
=
Brand Strategy
Intellectual Capital
Development
=
Research &
Development/Production
Marketing Strategy
& Execution
=
Packaging, Promotion and
Distribution
Market Positioning
Business Assessment: Summary Snapshot
Markets
Customers
Alliances
Competitors
Company
Trends
Deals
Players
$, #
$, #
$
Issues/Opps.
Classification
Strategy
Strategy
Vert., Horiz.,
Geo.
Demand
Technology
Business
Focus
Investment
Growth
Anecdotal
Other Drivers
Innovation
CVP
SWOT
Market
Influencers
Relationship
Brand
Marketing
Business and Marketing Planning
• What is the business?
• What is the market, including competitors?
• Who are the target companies and executives?
• What issues/opportunities/needs confront them?
• What strategic and operational responses must they take?
• How can we help (offerings, integrated solutions)?
______________
• What is our Client Value Proposition?
• What is our Strategic Positioning Platform?
• Plan and implement a comprehensive Integrated Marketing
portfolio.
The Journey to Market Leadership
Year
• Collateral
• Events
• Web publishing
• Direct marketing
Market
leader
me,
too
Differentiated
Leveraged Marketing Portfolio
• Marketing leaders
• Brand/positioning
• Advertising
• Media relations
• Client forums
• Case studies
• Internal comms.
• Business leaders
• “Own the CXO”
• R&D
• Breakthrough TL
• Tier 1 media
• Analyst partnering
• Client/opportunity-centric
• Innovation and creativity
Global Marketing and Communications
integrates nine major programs to
achieve market leadership.
1. Market Research/Planning
2. Thought Leadership
3. Media Relations
4. Analyst Relations
5. Advertising
6. Internet
7. Direct Marketing
8. Client Forums
9. Brand
Marketing and Communications is a
comprehensive, measurable portfolio.
Program
Research & Plan’g.
Brand Strategy
Thought Leadership
Advertising
Media Relations
Analyst Relations
Investment
Business
Value
$
Current
Status
Desired
Status
Time
High
Mod
Mod
Mod
High
Very High
Mod
Low
Mod
Very High
High
High
Mod
Low
High
(Varies)
Mod
Very High
Low
High
High
High
Mod
Mod
High
Low
Mod
High
Very High
Very High
Direct Marketing
Mod
Mod
Mod
Mod
Mod
Internet
Mod
Mod
Low
Mod
High
Marketing and Communications is a
comprehensive, measurable portfolio.
Program
Investment
Business
Value
$
Current
Status
Desired
Status
Time
Internal Comms.
(Varies)
High
Low
Low
Mod
Client Forums
(Varies)
High
High
High
High
Account Planning
Very High
High
Low
Mod
Very High
Oppty./Client-Centric
High
Mod
Low
Mod
High
Case Studies
Mod
Low
Low
Low
Mod
What is the
Marketing
Business
Client Value
each program?
ROI of
the entire portfolio?
Marketing and Communications Outsourcing
Can’t
Program Management
Can/Must
Advertising
Blend
Strategy
Research and Planning Media Relations
Brand
Account Planning
Writing/Editing
Direct Marketing
Analyst Relations
Design
Client Forums
Internal Comms.
Fulfillment
Thought Leadership
Oppt’y.-/Client-Centric
Internet
Case Studies
Marketing and Communications are
pivotal at each stage of the
Market Development Lifecycle.
I
A
S
C
There are success stories to emulate for
each stakeholder.
Associate
Investor
• Employees first
• Treat employees well =
Treat customers well =
Treat shareholders well
• Employee-driven branding
• 6th-most valuable
brand
• Dislodged Motorola
(market cap $ 11.2 Bn.)
with a market cap
of $ 71 Bn.
Customer
• Brand/strategic positioning
• Tiger Woods
• Invest and execute
Society
• A caring and
responsible brand
• Engaging the world on
energy needs, uses,
and alternatives
• Willing to stand up
for a cause
Beyond Petroleum
Four Critical Success Factors
• Content
• Proof
• Quality
• People
Typical Professional Services
Organizational Model
VBUs
HBUs
RBUs
Corp.
Brand
Management
Customer Intimacy
Operations Mgt.
Shared Services
Media Relations
Client Forums
Analyst Relations
Direct Marketing
Thought Leadership
Internet
Alliances
Advertising
Research and
Planning
Three Marketing Stereotypes
Peer/Leader
OK/Manager
Loser/Support
Top Ten Themes
•
•
•
•
•
•
•
•
•
•
Today, Brand rules.
Be a lifetime student; add skills to your CVP.
Have thick skin and a healthy ego.
Participate in your industry and discipline early.
Invest in relationships.
Take and accept risks.
Politics are everywhere.
Nothing beats a great boss.
Do great work, and sell the value of that work.
Soft skills become more important than hard skills.
Questions and Answers
exe_hires@satyam.com
bob_baginski@satyam.com