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MassTLC Sales Enablement Summit: Dassault Systemes

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6/3/2011 Kathie Johnson and Mike Segal from Dassault Systemes presented at MassTLC's Sales Enablement Summit; Increasing Volume, Velocity & Value through Sales Enablement and Alignment

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MassTLC Sales Enablement Summit: Dassault Systemes

  1. 1. Sales and Marketing Alignment: <br />Four Elements for Success<br />Mike Segal<br />Senior Vice President Enterprise PLM Business Transformation Americas, <br />Dassault Systèmes Americas <br />Kathie Johnson<br />Vice President of Marketing, <br />Dassault Systèmes Americas<br />.<br />
  2. 2. We help youcreate, share and experience in 3D<br />
  3. 3. Partnering with 130,000 customers in 11 industries<br />Energy<br />Industrial<br />Equipment<br />Consumer Packaged Goods<br />Consumer<br />Goods<br />BusinessServices<br />High-Tech<br />Aerospace<br />Automotive<br />Construction<br />Life Sciences<br />Shipbuilding<br />‘81<br />‘84<br />‘90<br />‘95<br />‘00<br />‘00<br />‘05<br />‘05<br />‘06<br />‘08<br />‘09<br />Electric Boat<br />Bath Iron Works<br />Great Wall<br /> Medical Systems<br />GE Healthcare<br />Confidential<br />
  4. 4. Promises of excellence with world class brands<br />DassaultSystèmes Solutions Portfolio<br />Rich Applications<br />Universal Applications<br />3D Lifelike<br />Experiences<br />Virtual Product<br />Online Platform<br />3D for<br />Professionals<br />Social<br />Innovation<br />Realistic<br />Simulation<br />Global Collaborative<br />Innovation<br />Reveal Information<br />Intelligence<br />Digital Manufacturing<br />& Production<br />#x:Worldwide Brand Position<br />
  5. 5. Three channels addressing an extended market <br />DS PLM Enterprise Business Transformation<br />1<br />DS PLM Value Solutions<br />2<br />Customers<br />DS Professional Channel<br />3<br />Aerospace<br />Automotive<br />Shipbuilding<br />Construction<br />Consumers<br />Goods<br />Business <br />Services<br />Industrial <br />Equipment<br />High-Tech<br />Consumer <br />Packaged Goods<br />Life <br />Sciences<br />Energy<br />Free Space<br />The largest sales force in PLM industry <br />
  6. 6. Four<br />Elements<br />for<br />Success<br />
  7. 7. 1. Mission<br />Agreed upon mission that is clearly<br />articulated throughout both organizations<br />This is achieved via<br />Clear roles<br />Removal of language barriers<br />Assigned partnerships<br />Plan agreement & commitment<br />Success benchmarks<br />Detailed performance objectives<br />
  8. 8. 2. Communication<br />Written and oral communication with agreed upon frequency that supports and maintains open dialog at all levels<br />This is achieved via<br />Business partnership<br />Cadence calls<br />Plans, Activity schedules, campaign announcements<br />Dashboards, KPIs<br />
  9. 9. 3. Processes<br />Development, agreement, communication <br />and commitment to Processes is essential <br />to achieve goals<br />This is achieved via:<br />Planning & approval processes<br />Operational processes<br />Lead qualification process<br />Lead distribution process<br />Customer Centric Sales Process<br />Reporting processes<br />Consistent dashboard metrics<br />Closed loop reporting process<br />
  10. 10. 4. Tools<br />Use tools that demonstrate results, remove ambiguity, facilitate the sharing of information, and enable teams to replicate success<br />This is achieved via:<br />SWYM: Internal social community platform for sharing information and building networks <br />CRM tool –Leads, pipeline, revenue measurement & reporting<br />MAPLE: Internal application for operational tracking of all campaigns, including budget<br />NEOLANE: Marketing campaign tool – deploys campaigns & tracks results<br />
  11. 11. Sales and Marketing Alignment Helps Drive Successful Programs<br />
  12. 12. Case Study: Driving tangible revenue<br />DassaultSystèmes Customer Conference<br />Sales closing event, developed by marketing with sales input<br />Networking opportunities<br />Executive dinner hosted by head of sales<br />Sponsorships for partners of all levels<br />DSCC corporate, sales and marketing executives available to customers<br />
  13. 13. Case Study: targeting specific industries for awareness & lead generation<br />Strategy<br />6-part campaign, multi-media, multi-offer format, featuring clusters of industry/brand initiatives<br />OEM Microsites, speaking roles and industry events, forums, sponsorships of key Industry associations (OESA)<br />Email campaigns, online advertising<br />Automotive Excellence luncheon series<br />Social Media – YouTube, Twitter, blogs. LinkedIn<br />Audience<br />OEM and Tier One Industry executives, Design and manufacturing managers and executives<br />Automotive Advantage<br />Page 24<br />
  14. 14. Case Study: Creating Buzz / Awareness<br />The Robot Whisperers <br />Just two regular guys with a passion for robotics, on a mission to <br />help others overcome their relationship issues with their production Robots.<br />“But they don’t actually talk to the Robots because Robots don’t have ears!”<br />Strategy<br />Online video e-series for audiences in the robotics community delivered in a fun and entertaining format.<br />Audience<br />Manufacturing: Line/workcell builders, system integrators, OEMs, robotics programmers /engineers. <br />Program Strategy<br />Email campaigns<br />Videos<br />Social Media – YouTube, Twitter, blogs. LinkedIn<br />Online Adverts, Google Adwords<br />Live event appearances<br />Mike<br />Launch of <br />Episode 3 covered on<br />Tony<br /><br />
  15. 15. Coming together is a beginning.Keeping together is progress.Working together is success.<br />- Henry Ford<br />