presentation for psu – marketing management class lori andersen, director, sales operations teresa...
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Presentation for PSU – Marketing Presentation for PSU – Marketing Management ClassManagement Class
Lori Andersen, Director, Sales OperationsLori Andersen, Director, Sales Operations
Teresa Buonocore, Technical Support CenterTeresa Buonocore, Technical Support Center
February 2008February 2008
AGENDAAGENDA
Who is Tektronix?
Product Mix
Our Customers
Sales Operations Overview
Doing Business in a Global Marketplace
Recommendations
Questions – during presentation
Mission Statement
We enable our customers to We enable our customers to design, build, deploy, and design, build, deploy, and manage next generation global manage next generation global communications networks, communications networks, computing, pervasive and computing, pervasive and
advanced technologies…advanced technologies…
Who is Tektronix?
Tektronix is an award winning global Tektronix is an award winning global leader in test and measurement leader in test and measurement products, solutions, and servicesproducts, solutions, and services
Passion for innovation
Sales growth: 5%– > 50% from new products
Well established brand
Sales: $1.1B
Employees: 4,400 worldwide
Manufacturing in China and U.S.
Major development centers in U.S., China, Europe, and India
Purchased by Danaher Corp December 2007Purchased by Danaher Corp December 2007
Product Mix
Oscilloscopes
Network Management
Video Test
Service/Other
Logic Analyzers
Signal Sources
Spectrum Analyzers
Network Diagnostics
Markets and CustomersServing customers across many industries and applications
General Test $4.5B Market Video Test $285M Market
Oscilloscopes Logic Analyzers
Signal Sources
Spectrum Analyzers
MPEGBaseband Content Analysis
Sales OperationsSales Operations
Domestic and Global Sales Strategies and Programs
Order Management– Americas
World Wide Export– Canada & Latin– EMEA– Japan– Pacific
Technical Support Systems, Process Analysis and
Training Field Sales Support Demo Management
Doing Business in a Global MarketplaceDoing Business in a Global Marketplace
1. Marketing and Sales
2. Order Management
3. Export Order Management
4. Pre and Post Sales Technical Support
5. Service Support
Global Footprint
Major Worldwide Offices – Operations in 19 countries
Beaverton, Oregon
United Kingdom
Tokyo, Japan
Shanghai, China
Berlin,GermanyRichardson
, Texas
Bangalore, India
Beijing,China
Marketing & SalesMarketing & Sales Strategic focus on how to sale, service and support Strategic focus on how to sale, service and support
global and domestic key customersglobal and domestic key customers
– Executive commitment to program– The criteria - how/why the account was selected– Roles/Responsibilities of sales and support teams– Establish timeframes for team communication– Worldwide workshops– Establish global team distribution list and website
Marketing & SalesMarketing & Sales
Marketing and Sales Methodology– Key Marketing messages
– Local language and sensitivities
– Account Management– Account Plans– Service Plan – Sales training– Worldwide forecasting process– Reports/usage
Doing Business in a Global MarketplaceDoing Business in a Global Marketplace
1. Marketing and Sales
2. Order Management
3. Export Order Management
4. Pre and Post Sales Technical Support
5. Service Support
Order Management in a US MarketOrder Management in a US Market
You have a product
•What is your contract with your customer?
•How will you get it from here to there?
•How will you get paid?
You have a
customer
Order Management in a Global MarketplaceOrder Management in a Global Marketplace
You have a Product
You have a customer overseas
•Are you compliant with US and Overseas Government regulations?
•What is your contract with your customer?
•How will you get it from here to there?
•How will you get paid?
Technical Support in a Global MarketTechnical Support in a Global Market
You have knowledge
You have a customer
•How do you know what your customers need?
•How do you get the knowledge you need?
•How do you get your knowledge to your customer?
•How do you provide it around the world?
Service Support in a Global MarketService Support in a Global Market
You have a customer
You have a repair center
•What is the best service solution for the location?
•What is your contract agreement with your customer?
•How do you get it done?
•How will you get paid?
RecommendationsRecommendations
Marketing and Sales – be sensitive to cultural differences and time zones!
Develop communication guidelines
Know your customers
Know the international business practices and contractual terms/conditions
Know the governmental regulations for both the export and import country
Know the technology options available