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The Journey to Market Leadership Bob Baginski SVP – Global Marketing and Communications Satyam

The Journey to Market Leadership Bob Baginski SVP – Global Marketing and Communications Satyam Carnegie Mellon University March 22, 2007. Agenda. Services vs. Products Business and Marketing Planning Integrated Marketing Portfolio and ROI

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The Journey to Market Leadership Bob Baginski SVP – Global Marketing and Communications Satyam

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  1. The Journey to Market Leadership Bob Baginski SVP – Global Marketing and Communications Satyam Carnegie Mellon University March 22, 2007

  2. Agenda • Services vs. Products • Business and Marketing Planning • Integrated Marketing Portfolio and ROI • Market Development Lifecycle and Stakeholder Branding • Marketing Organizations and Marketeers • Top Ten Themes • Questions and Answers

  3. = Market Positioning Brand Strategy = Research & Development/Production Intellectual Capital Development = Marketing Strategy & Execution Packaging, Promotion and Distribution Service vs. Product Marketing Professional Services Products

  4. Business Assessment: Summary Snapshot

  5. Business and Marketing Planning • What is the business? • What is the market, including competitors? • Who are the target companies and executives? • What issues/opportunities/needs confront them? • What strategic and operational responses must they take? • How can we help (offerings, integrated solutions)? ______________ • What is our Client Value Proposition? • What is our Strategic Positioning Platform? • Plan and implement a comprehensive Integrated Marketing portfolio.

  6. The Journey to Market Leadership • Collateral • Events • Web publishing • Direct marketing • Marketing leaders • Brand/positioning • • Advertising • • Media relations • • Client forums • • Case studies • • Internal comms. Year Marketleader • Business leaders • “Own the CXO” • • R&D • • Breakthrough TL • • Tier 1 media • • Analyst partnering • • Client/opportunity-centric • • Innovation and creativity Differen-tiated me,too Leveraged Marketing Portfolio

  7. Market Research/Planning • Thought Leadership • Media Relations • Analyst Relations • Advertising • Internet • Direct Marketing • Client Forums • Brand Global Marketing and Communications integrates nine major programs to achieve market leadership.

  8. Marketing and Communications is acomprehensive, measurable portfolio. Investment Program Business Current Desired Value Time $ Status Status Research & Plan’g. High Mod Mod Mod High Brand Strategy Very High Mod Low Mod Very High Thought Leadership High High Mod Low High Advertising (Varies) Mod Very High Low High Media Relations High High Mod Mod High Analyst Relations Very High Low Mod High Very High Direct Marketing Mod Mod Mod Mod Mod Internet Mod Mod Low Mod High

  9. Marketing and Communications is a comprehensive, measurable portfolio. Investment Program Business Current Desired Value Time $ Status Status Internal Comms. (Varies) High Low Low Mod High High High Client Forums (Varies) High Account Planning Very High High Low Mod Very High Oppty./Client-Centric High Mod Low Mod High Case Studies Mod Low Low Low Mod Marketing each program? Business ROI of What is the Client Value the entire portfolio?

  10. Marketing and Communications Outsourcing

  11. Aware Partner Buy Prefer Marketing and Communications are pivotal at each stage of the Market Development Lifecycle. I A S C

  12. Investor Associate • 6th-most valuable brand • Dislodged Motorola (market cap $ 11.2 Bn.) with a market cap of $ 71 Bn. • Employees first • Treat employees well = Treat customers well = Treat shareholders well • Employee-driven branding Society Customer • A caring and responsible brand • Engaging the world on energy needs, uses, and alternatives • Willing to stand up for a cause • Brand/strategic positioning • Tiger Woods • Invest and execute Beyond Petroleum There are success stories to emulate foreach stakeholder.

  13. Four Critical Success Factors • Content • Proof • Quality • People

  14. Typical Professional Services Organizational Model VBUs HBUs RBUs Corp. Brand Management Customer Intimacy Operations Mgt. Shared Services Media Relations Analyst Relations Thought Leadership Advertising Client Forums Direct Marketing Internet Alliances Research and Planning

  15. Three Marketing Stereotypes Peer/Leader OK/Manager Loser/Support

  16. Top Ten Themes • Today, Brand rules. • Be a lifetime student; add skills to your CVP. • Have thick skin and a healthy ego. • Participate in your industry and discipline early. • Invest in relationships. • Take and accept risks. • Politics are everywhere. • Nothing beats a great boss. • Do great work, and sell the value of that work. • Soft skills become more important than hard skills.

  17. Questions and Answers exe_hires@satyam.com bob_baginski@satyam.com

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