161113 minds&more_how to prepare a go-to-market trajectory for a new solution
TRANSCRIPT
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HOW TO PREPARE A GO-TO-MARKET TRAJECTORY FOR A NEW SOLUTION: THE CASE OF CLICKSHARE
Break out 3 Cross functional track 16:15 – 17:00
Romeo Baertsoen, VP strategic marketing of the Corporate AV division of Barco
Benny Van Calster, Partner at Minds&More
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Barco from the past
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Barco
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We lead by innovation
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Image processing
Display technology
Projection technology
Collaboration connectivity
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50% Entertainment
Company structure
* Based on sales 2015
21% Healthcare
29% Enterprise
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About Barco
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90+ Countries
3,361 Employees
+1 billion €
Sales for 5 consecutive years
• HQ Belgium • NYSE Euronext
Brussels (BAR) • Member TECH-40
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Americas
» Brazil
» Canada
» Colombia
» Mexico
» United States
Asia Pacific
» Australia » India » Japan » Malaysia » Singapore » South Korea
» Taiwan
Europe & Middle East
» Belgium » France » Germany » Italy » Netherlands » Norway » Poland » Russia » Saudi Arabia » Spain » Sweden » Turkey » United Arab Emirates » United Kingdom
Greater China
» China » Hong Kong
» Belgium » Canada (X2O) » China » France » Germany » India » Italy » South Korea (Advan) » Norway » Taiwan (Awind) » United States
Sites
R&D and/or manufacturing facilities
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Geographical breakdown of sales 2015
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THE AMERICAS
EMEA
APAC
37%
33%
30%
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Moving Forward Clickshare, establishing a new product category
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Explorers meet design
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TECHNICAL “BAR”
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ORGANIC “LOTUS”
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BALLZ “8 BALLS”
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SCULPTURES “AMARILLO”
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2 main design lines are chooses
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BUSINESS DESIGN
Safe Option
Generally accepted
ORGANIC DESIGN
Emotionally appealing
Extreme opinions
Designs get merged
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Separate, robust, moulded cable
(integrated cable strain relief)
Metal Bottom Housing:
•Cooling interface
•Weight
•Enhanced perception of Quality
Common rectangular pcb
LightGuide all-round visible
Separate button
(free choise of material/finish)
Rubber footrest:
•Anti-slip
•Noise dampening
•Protection for stacking in Tray
Appealing Top Housing material finish
Design gets finalized
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Clickshare 1.0 is born
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A new member joins the family
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The Clickshare ‘mini’
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Moving Forward Clickshare, building a channel
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Great products deserve a great channel
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Routes to Market
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Tier 2 Model
BARCO
End User
Distributor
SI / Reseller
Agent
Distributor
SI / Reseller
Direct SI /
Reseller
Barco Capital
Consultants
Reseller
SI
Standard Minority
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Go-to-market: Tier 2 model
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EMEA 38 distri
North Americ
a 6 distri
APAC 4 distri
China 8
distri
Latam 6 distri
From 0 distributors in 2012 to >60 distributors in 2016 and growing
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PLC as driving the channel development
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GTM different according to stage in PLC
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Moving Forward Clickshare, creating a brand
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Changing Marketing Approaches
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“Smarter Together”
Partnering with industry leaders
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© Barco ClickShare 2015
New Identity
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© Barco ClickShare 2015
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© Barco ClickShare 2015
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© Barco ClickShare 2015
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© Barco ClickShare 2015
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© Barco ClickShare 2015
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© Barco ClickShare 2015
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© Barco ClickShare 2015
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© Barco ClickShare 2015
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© Barco ClickShare 2015
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© Barco ClickShare 2015
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© Barco ClickShare 2015
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© Barco ClickShare 2015
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© Barco ClickShare 2015
“By reinventing it's marketing campaign Barco earns the spot they deserve as a leader in collaboration.”
Wouter Dierinck
Business Unit Manager TD Maverick
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Minds&More
Supported us along the way
Phase 1: Initial Marketing Support
Phase 2: Channel Marketing
Phase 3: Expansion
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| youtube.com/BarcoTV
| linkedin.com/company/Barco
| twitter.com/Barco
| facebook.com/Barco
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Room Herten Aas Room Auditorium Room Alcazar