C3 2014 Breakout Antonio Espinoza

1. BUILDING A GLOBAL CENTER
OF EXCELLENCE
Antonio Espinoza
Director, Digital Marketing

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AGENDA
Building a Global Center of Excellence
• Who is Danaher Corporation
• Our Challenge
• What We Did
• Results
• Key Takeaways
• Q & A

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#C3NY
WHO IS DANAHER CORPORATION
$20B Global Science and Technology Company with over 300 Operating Companies
Dental
Life Sciences
& Diagnostics
Test &
Measurement
Industrial
Technologies
Environmental

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#C3NY
• Decentralized organization with a
global scale
• Goal to on board 20 new OpCos
(Operating Companies) annually
• Differing level of digital marketing
maturity and no standardized process
for metrics and reporting
• Several company acquisitions each
year
THE CHALLENGE
Scaling a Web Presence Management Solution Across a Global Decentralized Org.

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Strict Requirements:
• International capability for all major markets
• Not just a ranking and link checker tool
• Nimble and attentive account team
• A partner with deep domain expertise
THE CHALLENGE
Finding a Partner Who Could Meet our Requirements

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WHAT WE DID
Our Process
Establish
Foundation
Rollout
Sustainment
Develop
Roadmap w/
Conductor
Establish and
Gather Prework
from OpCos
Create MSA and
set-up COE
Platform Views
Establish OpCo
Global & Local
Ownership
Establish SEO
Keyword List
Establish SEO
Keyword
Mapping
Establish SEO
On-page
Optimization
Establish Std.
Metrics and
Visual Mgmt.
Set Review
Cadence
Bi-weekly
Office
Hours
Conductor
Led
Trainings
Conductor Review
Calls w/ OpCos &
COE
COE Support to
OpCos who are
Behind
QBR with
Conductor
and COE

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 Develop a strategic Plan
 Created standard foundation
(Prework) each Operating Company
needed to complete to join initiative
 Established a Danaher level MSA with
Conductor
 Develop parent/child account
structure for our Center Of Excellence
 Select global and in-country owners at
each OpCo
WHAT WE DID
PHASE I: Establish Foundation

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TWO KEY TERMS:
Kaizen
Continuous improvement
Daily Management
A regular cadence for campaign management aimed at incremental
improvement by focusing on the critical few

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WHAT WE DID
PHASE II: Rollout
Kaizen Workshop
Intended to set groundwork for both successful launch and sustainment
Part 1: Education
How to build and
execute SEO campaigns
Part 2: Daily Management
How to effectively manage
SEO campaigns
‘Train the Trainer’
• Develop keyword list
• Keyword Mapping
• On-Page Optimization
• Review standard metrics
• Roll out standard reporting and
visual management (utilized
Conductor Workspaces)
• Establish review cadence with
regional and local teams
• Enable global digital teams
as leads to train regional
associates

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WHAT WE DID
PHASE III: Sustainment
COE holds bi-weekly Digital
Marketing Office Hours
Conductor leads trainings via WebEx
and in person for new OpCos
Conductor team holds review
calls with OpCos every 2-4 weeks
Conductor team holds monthly review calls with COE
COE prioritizes support to OpCos
based on Conductor input
Quarterly Business Review
meetings with Conductor

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 Know who your internal experts are and use them!
 Enable community wide sharing and leverage versus individual
responses to everything (e.g. office hours and peer review)
 Share internal success stories any way you can! (Webinars,
Blog, Newsletter, Case Studies, Yammer, etc.)
 Keep a central repository of documents for commonly asked
for items (e.g. RFPs, Proposals, Vendor Assessments, Standard
Reporting, etc.)
 Have an example of ‘what good looks like’ you can share for
key digital activities
COE TIPS FOR SUCCESS AND SCALE
A Day in the Life . . .

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RESULTS
Esko Case Study: Who is Esko

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 Create high impact keyword
targets for top 3 BUs
 Implemented on-page
optimization to drive contact and
trial download forms fills
 Esko’s Content team used
Searchlight to ID how to optimize
existing content
 In just over 12 months, Esko saw a
20% growth in #1-#3 position
keywords as well as 20% growth
in Organic traffic
RESULTS
Esko Case Study: How did we do?

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 Establish a standard foundation
 Enable successful rollouts through
workshops showing how to build and
manage campaigns
 Not one and done – need a kaizen
mindset & regular management cadence
 While COE is central driver, need local
ownership
 Provide a platform for users to voice
issues & evangelize success
KEY LEARNINGS
Insights gained

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DISCUSSION TIME!
Q&A
Discussion

17. ANTONIO ESPINOZA
Antonio.Espinoza@Danaher.com
www.linkedin.com/in/antoniorespinoza