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©2010 Hewlett-Packard Development Company HP confidentialFor illustrative purposes onlySubject to law 1 Jay Mellman Sr. Director, WW Marketing Going Global with HP Enterprise Campaigns in the Era of Change Management Challenges and Accomplishments
2 ©2010 Hewlett-Packard Development Company HP confidentialFor illustrative purposes onlySubject to law Situation Analysis No linkage to larger Enterprise marketing organizations 40 campaigns across 4 BUs No campaign focus (surprise!) Scattered organization and functions Very limited closed loop tracking Strong opinions and clear standards 3 regional orgs backed by product launch with different flavors Very limited central marketing organization for networking Emphasis on product launch No product marketing No campaign and GTM Field enablement only launch 1 competitive person globally
3 ©2010 Hewlett-Packard Development Company HP confidentialFor illustrative purposes onlySubject to law Initial Day Goals Reorganize and build new marketing organization Develop new global campaign processes and structure Establish new solutions focus to complement product marketing Align to new HP remote working models Drive transformation from mid-market value player to global enterprise networking player
4 ©2010 Hewlett-Packard Development Company HP confidentialFor illustrative purposes onlySubject to law Dramatic Change within Months
5 ©2010 Hewlett-Packard Development Company HP confidentialFor illustrative purposes onlySubject to law Sample globalizing issues Planning and lead times Across regions, business units, sales, and channel organizations Aligning awareness, demand generation, promotions, and communications Creating new virtual teams with central themes Translation and localization Including agency linkages and timelines Field and channel enablement Including Gold Standard assets, new procedures, and global training organization Alignment with the larger HP Teams adjusting to top-down and centralization cultural shifts
6 ©2010 Hewlett-Packard Development Company HP confidentialFor illustrative purposes onlySubject to law Q2FY10Q3FY10Q4FY10Q1FY11 AR/PR and thought leadership Advertising and promotion (awareness) Lead generation (consideration) Demand generation (preference and purchase) HP Networking Campaign Flow and Themes Liberate your network: PR themes, etc. Liberate your network Change the rules of networking: 3Com, customer momentum, point of view pillars (simplicity, better service, better TCO) Impact of networking innovation on CI: FlexFabric and data center networking, branch office and application services, etc. Liberate your network: TCO, specific promos, regional flexibility during transition to new campaign. Focus on MDF spend for demand gen, close alignment with new campaign Change the rules of networking: Promote combined HPN with PoV pillars Change the rules: Allow limited regional flexibility for opportunistic targeting. Limit product promotion, but target customer purchase areas Change the rules of networking: HPN with PoV pillars with solution examples. Highlight how Data Center, UC&C, mobility, security, mgmt deliver the core PoV values
7 ©2010 Hewlett-Packard Development Company HP confidentialFor illustrative purposes onlySubject to law The Result
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