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Director of Marketing and Communications
DXC Technology
BERNICE MUNCASTER
© 2019 DXC Technology Company. All rights reserved. November 21, 2019
Marketing during major business transformations
19 November 2019
© 2019 DXC Technology Company. All rights reserved. November 21, 2019
November 21, 2019 3© 2019 DXC Technology Company. All rights reserved.
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November 21, 2019 3© 2019 DXC Technology Company. All rights reserved.
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Change is the
only constant
November 21, 2019 4© 2019 DXC Technology Company. All rights reserved.
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Time to Transform
November 21, 2019 5© 2019 DXC Technology Company. All rights reserved.
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November 21, 2019 5© 2019 DXC Technology Company. All rights reserved.
Failure is not fatal, but failure to change might be.- John Wooden
“
”
November 21, 2019 6© 2019 DXC Technology Company. All rights reserved.
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Our vision was to be the market leader by 2017
FY16
FY17
FY15
November 21, 2019 7© 2019 DXC Technology Company. All rights reserved.
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Acquiring in region for growth was our answer
November 21, 2019 8© 2019 DXC Technology Company. All rights reserved.
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Mid flight we announce a major global merger…
November 21, 2019 9© 2019 DXC Technology Company. All rights reserved.
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…And we were also moving to a Master Brand strategy
November 21, 2019 10© 2019 DXC Technology Company. All rights reserved.
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November 21, 2019 10© 2019 DXC Technology Company. All rights reserved.
This time everything would be impacted
WebsiteMarketing
assets
Sales CRM
MartechBrand
Culture
SEO/ SEMMarketing CRM
Customer
Contracts
Intranet Billing
November 21, 2019 11© 2019 DXC Technology Company. All rights reserved.
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November 21, 2019 11© 2019 DXC Technology Company. All rights reserved.
One Brand Voice under a Master Brand
Assured Authority
We’re composed,without being passive
We’re optimistic,without being unrealistic
We’re bold,without being reckless
We’re
demanding,without being
overbearing
We’re
commanding,without being
condescending
November 21, 2019 12© 2019 DXC Technology Company. All rights reserved.
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November 21, 2019 12© 2019 DXC Technology Company. All rights reserved.
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Balancing the
priorities with
so many
stakeholders
November 21, 2019 13© 2019 DXC Technology Company. All rights reserved.
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Marketing for an Australia HQ versus a global
company
Agility and autonomy versus consistent brand and
governance
Designing one speed marketing model would have
led to failure
Marketing maturity was variable across acquired
practice and corporate marketing and grew
exponentially overnight
$
The differences were stark..
Marketing were responsible for retaining customer
base and ensuring value of acquisitions retained
November 21, 2019 14© 2019 DXC Technology Company. All rights reserved.
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We simplified our story
November 21, 2019 14© 2019 DXC Technology Company. All rights reserved.
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November 21, 2019 15© 2019 DXC Technology Company. All rights reserved.
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Managing the narrative
Being able to
have every
employee tell
the same story
Taking a
marketing
approach to our
communications
Transparency in
communication
Realisation we
could come up
with a solution
that was
a win: win
Taking to the
time to do it
Continued to
remind the
organisation of
“What’s in it for
them?”
November 21, 2019 16© 2019 DXC Technology Company. All rights reserved.
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November 21, 2019 16© 2019 DXC Technology Company. All rights reserved.
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The turning point
November 21, 2019 17© 2019 DXC Technology Company. All rights reserved.
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November 21, 2019 17© 2019 DXC Technology Company. All rights reserved.
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• Listening is a skill that must be mastered
• Know who your champions are
• Never make promises you can’t deliver
• If you don’t know the answer yet, be transparent
• Take time to recharge your batteries – don’t sacrifice family
and personal time
• During change it is impossible to please everyone
• Rise above emotion and keep it professional!
• Diversity of thought, helps make change happen
• Be sure to thank people on the way
My personal learnings
© 2019 DXC Technology Company. All rights reserved. November 21, 2019
Thank You!
linkedin.com/in/bernicemuncaster
bmuncaster@dxc.com
© 2019 DXC Technology Company. All rights reserved.
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