Your SlideShare is downloading. ×
Technology Marketing-as-a-Service (TMaaS)
Manish Godha, CEO and Founder
manish@advaiya.com
Manish Godha
CEO, Founder | Advaiya
Chartered Accountant, MBA, Certified Information Systems
Auditor, and Certified in Gov...
Technology Marketing?
Technology marketing is about defining
and enabling the valuable experiences a
technology product, c...
Expected experience changes as the
product, medium or touchpoint
changes
Traditional marketing has enabled many
customer e...
Promotion
Technology
Marketing
Immersive and adaptive
Price
Technology
Marketing
Efficiency and ROI
Place
Technology
Marke...
Why is Technology Marketing
different and difficult
• Technology is hard to understand and implement
• One size does not f...
What Technology Marketing entails
Orchestration of specialized
skills, resources, knowledge, connections, functio
ns, proc...
Something-that-
works
Marketers use instincts
and gut-feel approach to
experiment with new
marketing ideas
Specialized ski...
TMaaS Engine
Right blend of skills
& knowledge
Technology
potential
Enterprise
architecture
Business
domains
Audience
enga...
Technology Marketing as a service
Marketing & Sales Enablement Framework
Targeted
positioning, and
„strategy
development a...
Case study: Locus
BENEFITS
• Marketing methodologies to
target various customer segments
• Personalized approach to increa...
Understand the entire Sales and Marketing lifecycle
Use rigorous approach to strategy development, marketing plan, and exe...
Appendix
Technology Marketing as a service
Perceived barriers
Threat of IP / idea / concept theft
Breach of trust and confidentiali...
You tell him ingredients the chef
should prepare a dish with
• In such scenario, chances are slim that you'll get the sort...
Contact us
ADVAIYA SOLUTIONS PVT LTD
G14-17, IT Park, MIA Extension
Udaipur, India 313002
Phone : +91 (294) 305 1100
Fax :...
Upcoming SlideShare
Loading in...5
×

TMaaS for TFMA

285

Published on

Introduction to Technology Marketing as a Service (TMaaS). The presentation was made by Manish Godha at Technology for Marketing and Advertising conference (TFM&A/ TFMA), New Delhi on June 20, 2013.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
285
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Abstraction of various elements of marketing function into different services that can be clearly defined along with their benefits
  • Technology-Marketing-as-a-Service implies availability of trustworthy support in this endeavor. We have to get right the difficult combination of connected skills including technology skills, business domain knowledge, creative skills, and of course marketing skills. It is powered by communication and collaboration technologies allowing a pool of capabilities to rapidly work together and create effective and accessible outcomes.Moreover, Technology Marketing is a continuous process. As technology evolves (at rapid speed) it is critical to continuously and consistently position the evolved product or service to the right customers at right time when they need it the most. In this regard, Technology Marketing as-a-Service can plug into various facets of an organization on an ongoing basis to ensure proper enablement and execution of marketing programs.
  • Transcript of "TMaaS for TFMA"

    1. 1. Technology Marketing-as-a-Service (TMaaS) Manish Godha, CEO and Founder manish@advaiya.com
    2. 2. Manish Godha CEO, Founder | Advaiya Chartered Accountant, MBA, Certified Information Systems Auditor, and Certified in Governance of Enterprise IT. Having around 15 years of experience in technology and consulting, spanning the areas of software development, marketing, assurance, risk management, security, and IT governance. Worked for engineering industries, large banks, and start- ups, contributing on various areas including marketing, business analysis, solution development, and enterprise sales. Specialization in enabling individualized solution sales and has developed analysis based frameworks for allowing effective profiling and solution discovery. Advaiya asserts its copyright as creator of original work, for this presentation. We provide valuable services powered by our intellectual assets to discerning customers, who respect and value us for our ability to help with technology towards their purposes. We partner with our customers to meet the core business and technology goals -- consumer experience, marketing effectiveness, enterprise productivity, and technology led innovation. Enabling portfolio of intellectual assets - Capabilities, experience, embedded knowledge, relationships, and intellectual property
    3. 3. Technology Marketing? Technology marketing is about defining and enabling the valuable experiences a technology product, channel, or service provides. • How to make customers appreciate and realize the business value a technology can deliver? • Who is your target audience and how to segment and target them based upon technology needs and usage? • Which channels and interactions should be enabled, to deliver a coherent experience? • How do you reach and retain customers in an increasingly online world? • How to position a product or service dynamically at the right time, right place, and in right context? • How to assure customers that the technology product or channel is right to meet their unique needs and contexts?
    4. 4. Expected experience changes as the product, medium or touchpoint changes Traditional marketing has enabled many customer experiences in various ways, by focusing on: • Stimulus-Reaction • Functional characteristics and superiority • Product categories (Straitjacketed and simplified) However, experiences can be enhanced by having: • Empowering the marketing and sales process with consistent and relevant positioning tuned to the decision makers and influencers • Defining sophisticated experiences that are enabled through complex products • Sophisticated channels to connect to information from within customer‟s comfort zones. • Data-led insight enable rich, personalized, and brilliantly-timed experiences Technology marketing shifts focus to: • 360 degree experience • Point of view to the consumer as rational thinker and emotional too • Lifetime interactions
    5. 5. Promotion Technology Marketing Immersive and adaptive Price Technology Marketing Efficiency and ROI Place Technology Marketing All-the-time, everyplace in timely and contextual manner Technology marketer‟s perspective Product Technology Marketing Solutions that relate to expressed or latent needs in innovative ways
    6. 6. Why is Technology Marketing different and difficult • Technology is hard to understand and implement • One size does not fit all - many adaptations are required to address unique contexts • Dynamic and continuously changing • Easily replicable. So sustaining the edge is not given • Customers are more and more capable – take smart technology decisions, based on value • Relationship management tactics change faster than that many marketing processes allow How do you use Hadoop and Map-Reduce to enable Churn analysis, Traffic flow optimization, Social network analysis, etc.? How does VMWare offer different products and flexible pricing to gain sustainable advantage over other virtualization and cloud providers ? Why are Paytm, Google Chrome, and Microsoft SkyDrive popular for customer experience across all devices and screens? How do you articulate the business value of Facebook, and Microsoft SharePoint that are complex platforms and deliver sophisticated experiences?
    7. 7. What Technology Marketing entails Orchestration of specialized skills, resources, knowledge, connections, functio ns, processes and attitude as unique capabilities Right blend of skills Intellectual Assets Agile Strategy Resources Audience Engagement Support & Accountability Research Agile Mindset Ability to wear multiple hats Powered ecosystem of partners & customers
    8. 8. Something-that- works Marketers use instincts and gut-feel approach to experiment with new marketing ideas Specialized skill Successful patterns are identified, and defined as “the” required technology marketing skills Function Institutionalization of technology marketing practices Separate process developed for technology marketing As-a-Service Abstraction of marketing function into services with clear definitions Customizability to specific contexts Defined engagement mechanism to interact with other processes
    9. 9. TMaaS Engine Right blend of skills & knowledge Technology potential Enterprise architecture Business domains Audience engagement Creative Technology domains Partnership Processes• Trends and innovation • Drivers, Challenges • Pains and Reliefs • Technology context Tuning TMaaS to unique contexts Customer context Product characteristics Industry context Audience Economic conditions • Customer Facing and Technical assets and resources • Plans and Strategy • Brand Differentiation • Objection Handling • Compete • Sales/Partner support and toolkits • Offer Development • Value Proposition Continuous tracking and improvement
    10. 10. Technology Marketing as a service Marketing & Sales Enablement Framework Targeted positioning, and „strategy development and execution‟ with continuous refinement Develop, maintain, a nd access to marketing assets and resources including brand, collaterals, et c. that can be used repetitively and in a contextual way Plan, develop, manage, track, measure, and execute marketing plans in alignment with strategy and continuously improve them Identification of right channel (digital, partner- owned, other), and ensuring its success using tools, platforms, an d programs to amplify the effectiveness of marketing plans and strategy Provide field and partners the - data, intelligence, c ontextual resources, and support with seasoned professionals, in order to accelerate sales Strategy Marketing Assets Marketing Plan Channel Enablement Sales Support
    11. 11. Case study: Locus BENEFITS • Marketing methodologies to target various customer segments • Personalized approach to increase revenue • Content Engine for sales person to ease the content management for specific business or organization SOLUTION • An engine that creates personalized microsites targeted at a specific business or organization based on their interest • Fetch per site analytics on daily basis and updating custom dashboards to display Google Analytics data. • Visualize and analyze data in meaningful ways to help Google sales representatives make better decision for micro-site content • Personalization of micro-site – industry-specific case studies and demos of Google Apps NEED • Faster sales process, quicker conversions through various stages • Marketing and Sales teams to keep track of prospects through site engagement, trend, and other metrics • Discovery of interest of prospects and customers Google wanted to increase its customer base and revenue using Google Apps.
    12. 12. Understand the entire Sales and Marketing lifecycle Use rigorous approach to strategy development, marketing plan, and execution Effectively combine skills and resources (technology, consulting, marketing, creative, and design) Possess strong research and content creation model Ability to leverage learning from experience and investment in long-term success Customer centric thinking Key Success Factors of TMaaS Right use of advanced tools, analytics, web experience engines, and other technology
    13. 13. Appendix
    14. 14. Technology Marketing as a service Perceived barriers Threat of IP / idea / concept theft Breach of trust and confidentiality Vendors have short-term view Lack of transparency Complexity in communication and collaboration No control over quality, execution and information transfer Service provider viability Service provider/department lock-in Managing change in skills and processes High costs Obvious non-applicability of one-size-fits-all approaches Reality Matured structures and controls in place to ensure fair practices Services customized in context of your unique needs Flexibility and scalability of services Complete transparency Easily pool complex mix of capabilities, skills, and resources Pay as you go – no need to pay for the whole marketing lifecycle in one instance. Focus on your core business Trusted advisory
    15. 15. You tell him ingredients the chef should prepare a dish with • In such scenario, chances are slim that you'll get the sort of dining experience you expected • This is exactly the way in which technology companies have pitched their products in the past. And as a result they have not been able to deliver the kind of experience that customers expect or want to get surprised of Catalog – List of finest ingredients Waiter tells the chef about the ingredients you chose Chef hands over the „some‟ dish to waiter Ingredients of technology marketing • Standard ingredients – IP, collaterals, offerings, etc. • Human skills and experience • Education or evangelism, demos, PR, etc. • Access at all touch-points Based upon requested ingredients, chef makes “some” dish and offers it to you The “some” dish is served to you
    16. 16. Contact us ADVAIYA SOLUTIONS PVT LTD G14-17, IT Park, MIA Extension Udaipur, India 313002 Phone : +91 (294) 305 1100 Fax : +91 (294) 305 1300 ADVAIYA SOLUTIONS INC 17303 NE 39th CT Redmond, WA 98052 Phone : +1 (425) 7613450 Fax : +1 (425) 739 3201 Gold Application Lifecycle Management Silver Content Management Silver Software Development Silver Portals and Collaboration

    ×