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  • Winner Summaries

  • 2

    TABLE OF CONTENTS

    ACCELERATING GROWTH WITH ACCOUNT BASED MARKETING

    Diamond Winner SAP North America: Transforming Marketing and Sales Engagement: Creating and Sustaining Relevance Through Account Based Marketing .........4 Gold Winner Cisco Systems/Cisco Partner Consulting & Innovation Business Practices: Investing in Partners with Consulting and Data Analytics Yields High Returns in Loyalty, Agility and Revenue ...................................................................................................................................................................... 5 Gold Winner KPMG: Making Big Impressions at the United Nations .........................................................................................................................................................6

    CAPITALIZING ON MARKETING’S NEW TOOLS AND TECHNOLOGIES

    Diamond Winner Cisco Systems: Data-Driven Automation Drives Incremental Service Revenue for Cisco .................................................................................................7 Gold Winners Dell: Dell’s Integrated Marketing Technology Stack ............................................................................................................................................................8

    DELIVERING AN OMNICHANNEL CUSTOMER EXPERIENCE

    Diamond Winner HCL Technologies: The Relationship Beyond the Contract Campaign - Positioning HCLTECH’s Brand Promise through Integrated Marketing ..........9 Gold Winners Cisco Systems: Cisco Services APAC Customer Lifecycle Marketing Engine: Innovation in Omnichannel Marketing ...................................................10

    DRIVING BUSINESS WITH THOUGHT LEADERSHIP

    Diamond Winner Cisco Systems: Cisco Internet of Everything Thought Leadership Platform: Visionary Insights Grounded in Real-World Business Outcomes ..........11 Gold Winner Amdocs: Amdocs Sets the Agenda for Customer Experience in the Global Communications Market ...........................................................................12 Gold Winner PwC: Driving Business with Thought Leadership ..............................................................................................................................................................13

    ENABLING SALES AND SME CHANNELS FOR DEEPER CUSTOMER ENGAGEMENT

    Diamond Winner SITA: STARS program ..........................................................................................................................................................................................................14 Gold Winner Hewlett Packard Enterprises: What We Sell – Sales & Marketing Enablement Platform for Hewlett Packard Enterprise ............................................15

    MEASURING AND COMMUNICATING MARKETING PERFORMANCE

    Diamond Winner CSC: CSC Digital Marketing Dashboard ..............................................................................................................................................................................16 Gold Winner Avanade: Avanade Global Marketing Eff ectiveness Program ...........................................................................................................................................17 Gold Winner Avaya: Avaya CMO Funnel Dashboard ...............................................................................................................................................................................18

    2015 FINALISTS All Categories .................................................................................................................................................................................................19

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    About the Marketing Excellence Awards

    Launched in 1998, ITSMA’s Marketing Excellence Awards (MEA) focus exclusively on the largest segment of the technology business: technology services and solutions.

    The awards program is based on a comprehensive and strategic approach to marketing, recognizing that business success today requires marketers to move beyond the traditional realm of communications into such areas as developing new solutions, increasing sales effectiveness, and managing the customer experience.

    The program looks beyond flash and glitz to emphasize excellence in the three most critical aspects of success: innovation, execution, and business results.

    The Marketing Excellence Awards are open to all companies that market and sell technology-related services or solutions. Applications for awards are due in June and the awards are announced at a special awards dinner during our Annual Marketing Conference in the fall.

    MEA judging is based on a peer review process. The awards jury consists of members of ITSMA’s senior executive staff, ITSMA’s member advisory board, and other senior marketing executives and experts. No judge reviews submissions for which there is a potential conflict of interest.

    The MEA program includes two awards in each marketing category:

    Diamond Awards: • Best in class for the industry, as measured by innovation, execution, and business results Gold Awards:• Standout achievement in improving marketing performance, as measured by innovation, execution, and business results

    Past award winners have included Accenture, Agilent Technologies (partnering with PARTNERS+simons), Alcatel-Lucent, Alfa Wassermann, AT&T, Avaya, BMC Software, BT, CDW, Cisco, Cognizant, CompuCom, EMC, Fujitsu Services, GE Healthcare, HCL, HDS, Hewlett-Packard, Honeywell, IBM Global Services, IKON, Infosys, Iron Mountain, Microsoft Services, NCR Teradata, NetApp, Northrop Grumman, Oracle, Patni, SAP, Mahindra Satyam, Siemens, Sprint Nextel, Tata Consultancy Services, TELUS, Unisys, Wipro, and Xerox Global Services among other top technology and professional services firms.

    For more information on the MEA program, visit www.itsma.com/marketing-excellence-awards/.

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    BUSINESS CHALLENGE

    SAP North America developed an account based marketing (ABM) program to focus and customize marketing efforts for large, strategic customers. Like many mature B2B companies, SAP receives a very high percentage of revenue from a small number of strategic accounts. With the top 10% of our accounts delivering up to 80% of rev- enue in North America, it became clear that field marketers needed to become true “business partners” to sales and our customers in order to drive sustainable account growth, accelerate opportunities, and cultivate customer relationships. SAP’s challenge was to consolidate and modify previously unfocused marketing efforts, create a common methodology to our approach across regions, and maintain consistency by sharing best practices.

    PROGRAM OBJECTIVE

    SAP’s main objective was to add strategic value to our relationships with top accounts and to become true busi- ness partners to sales and to our customers. The team also focused on building future pipeline through market- ing practices rather than focusing on near-term needs. The program was designed to deliver value to sales in two primary ways: 1) by enabling customers to accelerate decision-making processes; and 2) expanding the SAP presence within these large accounts.

    Another ABM driver was the need to extend support to more of a sustainable, year-long program of activities which demonstrated to customers and sales teams alike how marketing can support a partnership with SAP – not just be viewed simply as a vendor. By utilizing the ABM marketing strategy, SAP could achieve its objective of increasing the level and quality of customer engagement as well as ensuring a long-term value recognition and growth from customers.

    PROGRAM EXECUTION

    SAP NA addressed this need through establishing a centralized Account Based Marketing (“ABM”) program office and creation of a comprehensive ABM program in 2014. ABM marketing efforts utilized a strategic approach in which highly targeted awareness and demand generation programs were executed for a specific customer. The SAP team delivered formalized training programs for a core group of marketing professionals, studied external best practices around ABM, worked closely with Sales colleagues on account selection and establishing rules of engagement, and created a marketing Bill of Materials as well as an execution engine to deliver against those tactics. Implementation of Account Planning sessions helped to identify new opportunities, as well as to ensure sales and marketing alignment.

    New tactics were implemented into the ABM program, such as employing a dedicated marketer, developing an 18-month plan, and securing a budget for customized activities. Other tactics included customized newsletters and webcasts, dedicated enterprise social networking sites, account-specific digital marketing, and onsite 1:1

    events. One of the most effective tactics known as Customer Co-Innovation Days brought a customized, on-site event directly to the customer. The overall focus of these events was to inform customers about how they can co-innovate with SAP.

    BUSINESS RESULTS

    The ABM marketing strategy exceeded its goals across all key objectives. The indicators used to measure what has been accomplished to date include pipeline touched, new pipeline created (value and number of opportunities), as well as quality contacts created in new buying centers.

    2014 results exceeded expectations and demonstrated that SAP’s ABM approach is having significant, incremental impact:

    Marketing Pipeline Touched (MPT): $209M Touched, $27.6M has closed