Demand Gen in a matrixed organization

1. DEMAND GENERATION IN A MATRIXED
ORGANISATION
JON MOGER
Snr. Director Marketing EMEA
Disclaimer: Views expressed are my own and do
not represent those of Aruba, a Hewlett Packard
Enterprise company

2. 2
Cat Herding 101 – Do not herd cats!

3. 3
Matrixed by Need

4. 4
Connected but not engaged
Technology has Overtaken Organisational Structures

5. 5
Focused Business = New Opportunities
Printers
Personal Devices
Servers
Storage
Software
Aruba HPE
(Networking)
Financial Services
IT Services
1939 2015

6. 6
Communication Framework
Engage &
Persuade
Earn
Attention
Accelerate
to Close
Transform to a
hybrid cloud
Protect your
digital
enterprise
Empower the
data-driven
organization
Enable
workplace
productivity

7. 7
Organisational vs Personal Factors
Customer
Relevance
Personal
Accountability
Global Regional Country
Power Pendulum

8. 8
Demand Generation: Assessment
PEOPLE
PROCESS
TECHNOLOGY
• Roles
• Skills
• Attitudes
• Current
• Future
• Gap to Future
• Current
• Future
• Gap to Future

9. 9
Sales & Marketing Alignment = Insertion Strategy
Stage Buyer Behaviour* - Content Mapping Sales Stage Mapping
1 Determine Business Requirement Understand Customer
2 Determine Technical Need Validate Opportunity
3 Evaluate Product(s) Qualify Opportunity
4 Recommend Select Vendor Develop & Propose Solution
5 Sell Internally Negotiate & Close
6 Approve, Authorise, Purchase Won, Deploy
* IDG: Customer Engagement Study 2013

10. 10
Product Marketing
TECHNOLOGY ENABLEMENT
 Drive Product Preference
 Drive Internal Education
 Drive Technical Education
Channel Marketing
TECHNOLOGY PERSPECTIVE
 Drive Brand Awareness
 Drive Product Preference
 Drive Demand Generation
Brand Stewardship
COMPANY PERSPECTIVE
 Drive Brand Values
 Deliver Customer Experience
 Drive Customer Insights
Digital & Social
TECHNOLOGY & MARKET PERSPECTIVE
 Drive Brand Awareness
 Deliver Thought Leadership
 Drive Product Preference
Sales Operations
TECHNOLOGY & MARKET ENABLEMENT
 Sales Enablement
 Drive Sales Plays
 Deliver Customer Experience
Campaigns & Events
TECHNOLOGY & MARKET PERSPECTIVE
 Deliver Thought Leadership
 Drive Product Preference
 Drive Demand Generation
Exec Communications
COMPANY LEADERSHIP PERSPECTIVE
 Company Vision and Strategy
 Deliver Thought Leadership
 Company Innovation
PR & AR
TECHNOLOGY & MARKET PERSPECTIVE
 Company vision and strategy
 Drive Brand Awareness
 Deliver Thought Leadership
Buyer /
Influencer
MARKETING
COMMS
SALES
COMMS
Integrated Content System

11. 11
Understand Customer
$xx million
stage duration
Validate Opportunity
$xx million
stage duration
Qualify the Opportunity
$xx million
stage duration
Develop Solution
$xx million
stage duration
Propose
$xx million
stage duration
Negotiate
$xx million
stage
duration
Won
Pipelinevelocity
Campaign Optimisation Contact Acquisition/Conversion Pipeline conversion and velocity
Measuring impact
Measuring impact

12. 12
Campaign Introduction Process
Action 1 Action 2 Action 3 Desired Outcome
Phase 1 Business Case Insertion Strategy
Organisational
Alignment
Phase 2 Campaign Design Asset Creation
Content mapped to
buyer journey
Phase 3 Internal Comms Seller Training Internal Launch Enablement
Phase 4 External Launch Analytics Optimisation Campaign KPIs

13. 13
Case Study: Digital Workplace
Current Status: Phase 3 Enablement

14. 14
Cat Herding 101

15. 15
THANK YOU