Dassault Systèmes Marketing Journey: Keynote at Sirius Decsions Summit EMEA 2013
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This presentation describes the Dassault Systemes Transformational Marketing Journey from being an R&D driven company to a market driven company. I keynoted this presentation in London on November 6th 2013 at the Sirius Decisions European Summit.
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Dassault Systèmes Marketing Journey: Keynote at Sirius Decsions Summit EMEA 2013
- 1. Whoever heard of a $2 billion company without sales or marketing? Transforming an R&D-driven company into a market-driven company Andrew Slipper, Vice President Marketing Group
- 2. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Who is Dassault Systèmes? #31 most innovative company in the world #10 most innovative company in Europe #3 most innovative company in Software & Programming category #9 most sustainable corporation in the world 30 years of growth 10 brand applications Over 20 acquisitions 2
- 5. 5 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
- 6. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 1. Bring sales and marketing in-house Purchase of IBM PLM in 2010 6
- 7. 7 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
- 8. 8 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
- 9. 4. Build a winning strategy 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Start with the Customer - Value Creation Framework 9 WHO Who is your strategic target? WHAT What do you want to stand for? HOW How will you execute with excellence in every touch point?
- 10. 4. Build a winning strategy 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Industry Approach Architecture, Engineering & Construction Consumer Goods & Retail Consumer Packaged Goods & Retail Energy, Process & Utilities Financial & Business Services High Tech 10 Aerospace & Defense Industrial Equipment Life Sciences Marine & Offshore Natural Resources Transportation & Mobility
- 11. 5. Align sales and marketing 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Strategic 11 Collaborative Tactical Hot Coffee & T-Shirts Events PR Demand Waterfall Buyer Journey Marketing KPIs One-Touch Campaigns Standard Processes SLA Market Creation Marketing Sourced Revenue Nurturing Multi-Touch Campaigns Marketing Automation Content Factory
- 12. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Polling Question 12 At which stage are sales and marketing aligned in your company? Tactical Collaborative Strategic Collaborative Tactical Hot Coffee & T-Shirts Events PR Demand Waterfall Buyer Journey Marketing KPIs One-Touch Campaigns Standard Processes SLA Strategic Market Creation Marketing Sourced Revenue Nurturing Multi-Touch Campaigns Marketing Automation Content Factory
- 13. 6. Make marketing work Awareness & Reputation Advertising Corporate Communications PR Social Media Analyst Relations Events Experiential Pipeline and Revenue Contribution Direct Channel Indirect Channel Making it All Work Marketing Operations: (Systems, Processes) Digital: (Inbound Marketing Platform) Creative Hub: (Equity) VAR Channel
- 14. 14 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
- 15. 15 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Main Challenge: Culture, Culture, Culture.
- 16. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Start with executive endorsement 16
- 17. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Manage change 17
- 18. Look outside Marketing best practices/consultants Competitors and market leaders Published resources Other departments
- 19. Check and fix
- 20. WHAT HOW
- 21. 21 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
- 22. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 22 Lessons Learned Start with executive endorsement Manage change Look outside Check and fix Know that process is not enough to drive change
- 23. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 What Still Needs to be Done 23
- 24. 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 24 “Today, the most important question for any organisation is this: are we changing as fast as the world around us?” Professor Gary Hamel
- 25. 25 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013 Thank You Andrew Slipper http://www.linkedin.com/in/andrewslipper @akslipper +AndrewSlipper
- 26. 26 3DS.COM © Dassault Systèmes | Confidential Information | 11/7/2013 | ref.: 3DS_Document_2013
Notas del editor
- Changed our Go To Market approach from solution to industry
- - Communicate often with team to remove the fear- Manage change throughout organization
- You need to win hearts and mindsHow do you break through the status quo / inertia?
- Communicate often with team to remove the fear / manage change throughout organizationProcess: sometimes it’s not what you communicate, it’s how you communicate
- Continue/Finish the journey (finish the plan, accept and fix our mistakes)Evolve/prepare - System issues (upgrading skills, system performance, and data quality)Eat our own dog foodShow success with customers