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   Selling	  Drupal	  to	    Large	  Enterprises         Felipe	  Rubim	  	  DrupalCon	  Sydney	  	  –	  8/Feb/2013
About	  me  • Felipe	  Rubim	    • Chief	  Architect	  @Ci&T  • Drupal:	  4+	  yrs  • Digital	  MarkeLng	  Services	  -­‐	...
Agenda • Cases/Scenarios • Building	  a	  strong	  Enterprise	  Drupal	  Sales	     Team       -­‐Drupal	  strengths	  and...
The urge for action
The urge for actionWho would Drupal rather be,  the mouse or the fox?
some	  context:	  Ci&T
5	  cases,	  different	  industries‣	  2	  Global	  Fortune	  100	  PharmaceuLcal	  Enterprise‣	  LATAM/EU	  CosmeLcs	  org...
What	  did	  they	  have	  in	  common?
What	  did	  they	  have	  in	  common?1.	  (Highly)	  Regulated	  markets2.	  Presence	  pulverized	  across	  different	 ...
Is	  Drupal	  on	  the	         Enterprise	        important?
Drupal	  has	  long	  being	  part	  of	  the	     Global	  Enterprise	  level…
Bahling	  for	  the	  Web	  CMS	  Enterprise	                         WorldDrupal	  Sales	                          “Other...
What	  worked	  in	  the	  past	  may	  not	  work	   anymore	  –	  the	  fight	  could	  be	  unfair	                    s...
Drupal	  sales	  team	  needs	  to	  build	  muscles,	  strategies	  and	  tacLcs	  to	  take	                    them	  on
Understand	   Drupal’	  strengths	  and	  weaknesses	  at	  the	  Enterprise	  level	  
Understanding	  Enterprise	       Requirements:	   Focus	  on	  the	  next	  level	  
Understand	  what	  is	  a	  “large	  Enterprise”
Drupal	  in	  the	  “Enterprise”	  
What	  is	  involved  Proprietary	  Sonware	       Several	  groups	       Model	  Mindset               involved  Several...
Become	  a	  specialist	  in	  CMS	  challenges	                for	  the	  Enterprise	            Performance            ...
Master	  what	  Drupal	  has	  to	  offer	     to	  the	  Enterprise	  world	  
Demonstrate	  Drupal’s	  tremendous	             flexibility
Show	  Drupal’s	  InnovaLon	  rate
Understand	  what	  is	  on	  the	  way	  to	  conLnuously	  improve	  Drupal	             for	  Enterprise	  	  
Improved	  Content	  Authoring	         capabiliLes	  
Content	  Staging	  IniLaLve
ConfiguraLon	  Management	          IniLaLve
Learn	  how	  compeLtors	  are	   adapLng	  and	  preparing	  their	      ahack	  
Be	  aware	  of	  the	  FUDs	         sLll	  around	  	  
SECURITY
Security	  is	  a	  concern,	  as	  with	  any	  other	                          web	  soluLon
SUPPORT
One	  “support	  focal	  point”	             scenario
Consumer         Sales	  Rep      Content	  Editor                                                                        ...
InnovaLon	  Fostering	  Scenario
Consumer           Sales	  Rep    Content	  Editor                                                                        ...
Consumer           Sales	  Rep    Content	  Editor                                                                        ...
Rest	  assured,	  there	  is	  plenty	  of	  support	                       available
PERFORMANCE
Performance	  is	  well	  under	  control,	         thanks	  for	  asking!
Key:	  use	  the	  	  right	  add-­‐ons	  to	   boost	  Drupal	  performance           such	  as:             •APC        ...
No	  influence	  on	  Roadmap
OrganizaLon	  should	  get	  involved	         in	  the	  community
hhp://2012.badcamp.net/program/sessions/large-­‐scale-­‐drupal-­‐how-­‐organizaLons-­‐succeed-­‐open-­‐sourcehhp://www.lar...
Drupal	  Talent
•UniversiLes•Training	  Companies•(D8)	  Symfony
Understanding	  Web	  Experience	          Management	  	  
Components)of)Web)Experience)       Management)                   Conversa7onal)                    Engagement)   Mul78Cha...
Do	  your	  Pre-­‐Sales	  101	  and	  	  support	  it	          with	  the	      Community	  	  
Do	  your	  Pre-­‐Sales	  101	  and	  	  support	  it	          with	  the	      Community	  	  
CMS	  Enterprise	  Pre-­‐Sales	  101	  
Help	  build	  a	  “requirements	  score”	                         matrix
Understand	  the	  business	  gap                       IT                                   Marke7ng•Total	  Cost	  to	  ...
Work	  with	  IT	  Research/Advisory	  OrganizaLons	  	  to	  help	  increase	  Drupal	  success	  cases	  mindshare
Build	  the	  best	  strategy	  for	  your	            Drupal	  sales	  team	  
Demos:	  Not	  the	  plain	  flavor!
Demo:	  Tailor	  Drupal	  to	  your	  customer
Demo:	  Tailor	  Drupal	  to	  your	  customer
Team	  up	  during	  Pre-­‐Sales
Know	  when	  to	  give	           up
Drupal	  failed	  in	  requirements	  score	                       matrix
Drupal	  Enterprise	  Sales	             Team
65
Who would we rather be, the mouse or the fox?                          65
Thank	  you!        • Felipe	  Rubim        • frubim@ciandt.com        • @frubimPlease	  provide	  feedback	  @	  DrupalCo...
DrupalCon Sydney - Selling Drupal to Large Enterprises
DrupalCon Sydney - Selling Drupal to Large Enterprises
DrupalCon Sydney - Selling Drupal to Large Enterprises
DrupalCon Sydney - Selling Drupal to Large Enterprises
DrupalCon Sydney - Selling Drupal to Large Enterprises
DrupalCon Sydney - Selling Drupal to Large Enterprises
DrupalCon Sydney - Selling Drupal to Large Enterprises
DrupalCon Sydney - Selling Drupal to Large Enterprises
DrupalCon Sydney - Selling Drupal to Large Enterprises
DrupalCon Sydney - Selling Drupal to Large Enterprises
DrupalCon Sydney - Selling Drupal to Large Enterprises
DrupalCon Sydney - Selling Drupal to Large Enterprises
DrupalCon Sydney - Selling Drupal to Large Enterprises
DrupalCon Sydney - Selling Drupal to Large Enterprises
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DrupalCon Sydney - Selling Drupal to Large Enterprises

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In this session, Felipe Rubim shares experiences as part of a Drupal Sales Engineering Team. He discusses how Drupal can help optimize a client’s digital marketing strategy, arguments against Drupal that development teams can expect to hear, points development teams can highlight as they promote Drupal to new customers and how to know when the team should cut their losses and move on to another company that will profit from Drupal’s benefits.

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Transcript of "DrupalCon Sydney - Selling Drupal to Large Enterprises"

  1. 1.   Selling  Drupal  to   Large  Enterprises Felipe  Rubim    DrupalCon  Sydney    –  8/Feb/2013
  2. 2. About  me • Felipe  Rubim   • Chief  Architect  @Ci&T • Drupal:  4+  yrs • Digital  MarkeLng  Services  -­‐  Pre-­‐Sales   Engineer  Team • Contact  details @frubim frubim@ciandt.com
  3. 3. Agenda • Cases/Scenarios • Building  a  strong  Enterprise  Drupal  Sales   Team -­‐Drupal  strengths  and  weakness -­‐  Learn  what  CompeLtors  are  doing -­‐  Pre-­‐Sales  101  powered  by  the   Community
  4. 4. The urge for action
  5. 5. The urge for actionWho would Drupal rather be, the mouse or the fox?
  6. 6. some  context:  Ci&T
  7. 7. 5  cases,  different  industries‣  2  Global  Fortune  100  PharmaceuLcal  Enterprise‣  LATAM/EU  CosmeLcs  organizaLon  ‣  Global  NutriLonal  Products  Enterprise‣  JP  branch  of  a  Global    technology  research/media  company
  8. 8. What  did  they  have  in  common?
  9. 9. What  did  they  have  in  common?1.  (Highly)  Regulated  markets2.  Presence  pulverized  across  different  technologies/plaaorms3.  LocalizaLon/i18N4.  Proprietary  Model  -­‐-­‐>  New  to  the  Open  Source  world5.  (Very)  slow  Lme  to  market6.  Push  for  cost  reducLon
  10. 10. Is  Drupal  on  the   Enterprise   important?
  11. 11. Drupal  has  long  being  part  of  the   Global  Enterprise  level…
  12. 12. Bahling  for  the  Web  CMS  Enterprise   WorldDrupal  Sales   “Other”  Sales   Team Team
  13. 13. What  worked  in  the  past  may  not  work   anymore  –  the  fight  could  be  unfair   someLmes
  14. 14. Drupal  sales  team  needs  to  build  muscles,  strategies  and  tacLcs  to  take   them  on
  15. 15. Understand   Drupal’  strengths  and  weaknesses  at  the  Enterprise  level  
  16. 16. Understanding  Enterprise   Requirements:   Focus  on  the  next  level  
  17. 17. Understand  what  is  a  “large  Enterprise”
  18. 18. Drupal  in  the  “Enterprise”  
  19. 19. What  is  involved Proprietary  Sonware   Several  groups   Model  Mindset involved Several  systems   Global  Reach integraLon  points Fortune  500   Regulated  industry companiesDozens  or  hundreds   Push  for  Cost   of  websites reducLon
  20. 20. Become  a  specialist  in  CMS  challenges   for  the  Enterprise   Performance IntegraLon MulLple  Sites   Management Support I18n/LocalizaLon HosLng SDLC  Process,  Agile   Methodologies Security SSO AnalyLcs
  21. 21. Master  what  Drupal  has  to  offer   to  the  Enterprise  world  
  22. 22. Demonstrate  Drupal’s  tremendous   flexibility
  23. 23. Show  Drupal’s  InnovaLon  rate
  24. 24. Understand  what  is  on  the  way  to  conLnuously  improve  Drupal   for  Enterprise    
  25. 25. Improved  Content  Authoring   capabiliLes  
  26. 26. Content  Staging  IniLaLve
  27. 27. ConfiguraLon  Management   IniLaLve
  28. 28. Learn  how  compeLtors  are   adapLng  and  preparing  their   ahack  
  29. 29. Be  aware  of  the  FUDs   sLll  around    
  30. 30. SECURITY
  31. 31. Security  is  a  concern,  as  with  any  other   web  soluLon
  32. 32. SUPPORT
  33. 33. One  “support  focal  point”   scenario
  34. 34. Consumer Sales  Rep Content  Editor Social  Media AnalyLcs Portal Blog   Site Mobile  Site … Mobile  Apps Proprietary  CMS–  i18n,  personalizaLon,  content   SSO SaaS/API     services,  A/B  TesLng,  Content,  SEO Services Email  MarkeLng ESB ESB eLearningComp  X Comp  Y Commerce … Surveys User/Business  Rules  Database
  35. 35. InnovaLon  Fostering  Scenario
  36. 36. Consumer Sales  Rep Content  Editor Social  Media AnalyLcs Portal Blog   Site Mobile  Site … Mobile  Apps Drupal  –  i18n,  personalizaLon,  content  services,   SSO A/B  TesLng,  Content,  SEO SaaS Email  MarkeLng ESB ESB eLearningComp  X Comp  Y Commerce … Surveys User/Business  Rules  Database
  37. 37. Consumer Sales  Rep Content  Editor Social  Media AnalyLcs Portal Blog   Site Mobile  Site … Mobile  Apps Drupal  –  i18n,  personalizaLon,  content  services,   SSO A/B  TesLng,  Content,  SEO SaaS Email  MarkeLng ESB ESB eLearningComp  X Comp  Y Commerce … Surveys User/Business  Rules  Database
  38. 38. Rest  assured,  there  is  plenty  of  support   available
  39. 39. PERFORMANCE
  40. 40. Performance  is  well  under  control,   thanks  for  asking!
  41. 41. Key:  use  the    right  add-­‐ons  to   boost  Drupal  performance such  as: •APC •Nginx •Memcache •Varnish •CDN
  42. 42. No  influence  on  Roadmap
  43. 43. OrganizaLon  should  get  involved   in  the  community
  44. 44. hhp://2012.badcamp.net/program/sessions/large-­‐scale-­‐drupal-­‐how-­‐organizaLons-­‐succeed-­‐open-­‐sourcehhp://www.largescaledrupal.com/
  45. 45. Drupal  Talent
  46. 46. •UniversiLes•Training  Companies•(D8)  Symfony
  47. 47. Understanding  Web  Experience   Management    
  48. 48. Components)of)Web)Experience) Management) Conversa7onal) Engagement) Mul78Channel) Demand) Management) Genera7on) Content) Op7miza7on)
  49. 49. Do  your  Pre-­‐Sales  101  and    support  it   with  the   Community    
  50. 50. Do  your  Pre-­‐Sales  101  and    support  it   with  the   Community    
  51. 51. CMS  Enterprise  Pre-­‐Sales  101  
  52. 52. Help  build  a  “requirements  score”   matrix
  53. 53. Understand  the  business  gap IT Marke7ng•Total  Cost  to  support •Generate  more  revenue•Applica7on  Management •Create  loyalty  and  brand  awareness•Decrease  dependency  from  IT •Speed,  speed,  speed•Cross-­‐brand  leverage •Really  leverage  digital•Boost  ability  to  innovate •Flexibility,  freedom  to  be  crea7ve•Responsiveness  to  business   •IT  should  not  restrict  medemands •IT  must  be  less  expensive•That’s  impossible  to  implement! •AKer  the  crea7ve  is  done,  why  IT  •Approval  process  and  compliance takes  so  long?!•Let’s  reuse  assets!
  54. 54. Work  with  IT  Research/Advisory  OrganizaLons    to  help  increase  Drupal  success  cases  mindshare
  55. 55. Build  the  best  strategy  for  your   Drupal  sales  team  
  56. 56. Demos:  Not  the  plain  flavor!
  57. 57. Demo:  Tailor  Drupal  to  your  customer
  58. 58. Demo:  Tailor  Drupal  to  your  customer
  59. 59. Team  up  during  Pre-­‐Sales
  60. 60. Know  when  to  give   up
  61. 61. Drupal  failed  in  requirements  score   matrix
  62. 62. Drupal  Enterprise  Sales   Team
  63. 63. 65
  64. 64. Who would we rather be, the mouse or the fox? 65
  65. 65. Thank  you! • Felipe  Rubim • frubim@ciandt.com • @frubimPlease  provide  feedback  @  DrupalCon  website:hhp://sydney2013.drupal.org/selling-­‐drupal-­‐large-­‐enterprises
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