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SiriusDecisions - Citrix Case Study

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Stefan Nandzik, Senior Manager, Field Alignment | Demand Marketing at Citrix, is profiling Citrix’s global demand center blueprint for success.

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SiriusDecisions - Citrix Case Study

  1. 1. The Blueprint for Building Your Global Demand Center Stefan Nandzik Sr Mgr, Field Alignment Citrix Systems, Inc.
  2. 2. © 2014 Citrix. Confidential.2 About Citrix • Founded in 1989 • Revenue in 2013 of $2.9 billion • Over 5,000 employees worldwide • About 330,000 customers • 98% of Fortune 500
  3. 3. © 2014 Citrix. Confidential.3 My Journey… • Developed Marketing Systems for Citrix Germany as a Vendor • Joined Citrix EMEA Marketing Team in 2007 • Joined “Global Marketing Operations” in 2011 • Managing the “Field Alignment” team since 2012 • Built & Managed the Demand Center since 2013
  4. 4. © 2014 Citrix. Confidential.4 “”2012 Field Alignment Charter & Mission “Design and enable the worldwide demand marketing processes and organization to achieve operating efficiency and scale.”
  5. 5. © 2014 Citrix. Confidential.5 The Beginning of the Journey 2012… Corporate Marketing Product Marketing WW Demand Gen Field Sales Americas Marketing EMEA Marketing CEO Run Marketing Campaigns (System/Process/Resources) Run Marketing Campaigns (System/Process/Resources) Run Marketing Campaigns (System/Process/Resources) Run Marketing Campaigns (System/Process/Resources)
  6. 6. © 2014 Citrix. Confidential.6 Field Marketing EMEA Field Mktg Employee Japan Americas APAC Field Mktg Employee Field Mktg Employee Field Mktg Employee Field Mktg Employee Field Mktg Employee Internal Service Provider 1 eMarketing External Service Provider 1 External Service Provider 2 External Service Provider 3 External Service Provider 4 Global Marketing Operations Web Mktg Opps Mktg Data/Platform Opps First Stop: The Land of Services…
  7. 7. © 2014 Citrix. Confidential.7 Field Mktg Employee Field Mktg Employee Field Mktg Employee Field Mktg Employee Field Mktg Employee Field Mktg Employee Internal Service Provider 1 eMarketing External Service Provider 1 External Service Provider 2 External Service Provider 3 External Service Provider 4 Global Marketing Operations Web Mktg Opps Mktg Data/Platform Opps First Stop: The Land of Services & Governance Field Marketing EMEA Japan Americas APAC
  8. 8. © 2014 Citrix. Confidential.8 Looking for the Map to the Enterprise Service Model Service Strategy? Global Service Offerings No Global Services
  9. 9. © 2014 Citrix. Confidential.9 Asking Experts for Directions… Corporate Marketing Product Marketing WW Demand Gen Field Sales Americas Marketing EMEA Marketing CEO Run Marketing Campaigns (System/Process/Resources) Run Marketing Campaigns (System/Process/Resources) Run Marketing Campaigns (System/Process/Resources) Run Marketing Campaigns (System/Process/Resources)
  10. 10. © 2014 Citrix. Confidential.10 The Discovery of the “Demand Center” Corporate Marketing Product Marketing WW Demand Gen Field Sales Americas Marketing EMEA Marketing CEO Run or Influence All Marketing Campaigns (System/Process/Resources) (Demand) Center of Excellence
  11. 11. Building the Business Case
  12. 12. © 2014 Citrix. Confidential.12 Actually, Three Cases… Chief Financial Officer Chief Marketing Officer Senior Vice President Sales and Services
  13. 13. © 2014 Citrix. Confidential.13 Assessment of the Existing Models, Costs & Returns CFO Business Case Internal Team Internal & Automation External Agency + Cost - Scalability + Cost - High Skillset Required + Scalability - Cost Cost per Campaign: “$1” Return: “$18” Cost per Campaign: “$0.5” Return: “$20” Cost per Campaign: “$1.5” Return: “$19” Numbers are shown normalized with the cost per campaign of the “Internal Team” as baseline $1
  14. 14. © 2014 Citrix. Confidential.14 Breakdown of Cost per Campaign & Improvements CFO Business Case Marketing Automation Online Collaboration Duplication Remaining Campaign Cost CFO Business Case Summary • Increase ROI per Campaign • Commit to at least double existing ROI • Combine with Marketing Automation Rollout • Combine with Online Collaboration Rollout • Pssst: Build in some “slack” ROI gains…
  15. 15. © 2014 Citrix. Confidential.15 Define Service Level Agreements (Example: Email Blast Service) CMO Business Case Components Targeting / Segmentation Email Validation Service Production based on Templates A/B Test Setup Deliverability Management Lead Capture Forms Frequency Management Capacity Planning 15-20 Email Blasts per Week Defined due dates for requests Defined due dates for assets Monitoring Open Rates > x % Click Rates > x % Registration Rate > x % Lead Capture Rate > x % Social Sharing > x % Unsubscribe < x % # of Engaged Contacts
  16. 16. © 2014 Citrix. Confidential.16 Create a Company-Wide Service Catalog with SLA CMO Business Case WWIM AMER EMEA Services Mktg Email Blast X X X X Lead Form X X X X Nurture X X Webinar Q3 X X Q4 Seminar Q4 … …
  17. 17. © 2014 Citrix. Confidential.17 Enable Accelerated Execution of Marketing Strategy CMO Business Case New: Auto Nurturing New: 3rd Party List Support New: Next? Services for ‘Status Quo’ Needs CMO Business Case Summary • Define & Standardize SLAs per BU • Rollout Service based on ‘Status Quo’ • Leverage efficiency gains to add new services • Add Services based on Marketing Strategy (Nurturing? Content? Social? Personalization?)
  18. 18. © 2014 Citrix. Confidential.18 Enable Governance & Sustainable Demand Sales Business Case Sales Business Case Summary • Central Monitoring = Governance - Corporate Design & Messaging - Campaign ROI Analysis - Demand Gen Follow-Up • Shared Services allow Load Balancing - GEOs / Regions / Corporate / Other BU - Shared costs typically removed from field budgets
  19. 19. Choosing the Organization Model
  20. 20. © 2014 Citrix. Confidential.20 Organization Models for the Global Demand Center Internal Team Hybrid Staff Model External Agency + Cost - Scalability Neutral: Cost + Scalability + Scalability - Cost + Governance + Internal ‘Standing’ + Retain Expertise + Governance + Internal ‘Standing’ + Retain Expertise + External Knowhow + External Knowhow - Governance - Internal Standing
  21. 21. © 2014 Citrix. Confidential.21 The Hybrid Staff Model Demand Center Projects Segmentation Services 2 x Producers 2 x Campaign Managers Internal Team (= Headcount) Scalable Team (= Budget)
  22. 22. © 2014 Citrix. Confidential.22 New Service Rollout Use Case for the Hybrid Staff Model Citrix Develop blueprint for process & SLA Collaborate on developing training material Update knowledge base / Job aids DemandGen Collaborate on developing training material Leverage updated knowledge base / Job aids
  23. 23. © 2014 Citrix. Confidential.23 Scaling Up Use Case for the Hybrid Staff Model Citrix Budget additional resources Setup access for new employees DemandGen Recruit new candidates Onboard / Train new employees
  24. 24. © 2014 Citrix. Confidential.24 Team Member Leaving Use Case for the Hybrid Staff Model Citrix Setup access for new employee DemandGen Recruit backfill candidate Onboard / Train new employee Compensate during potential downtime
  25. 25. Leveraging Technology & Tools
  26. 26. © 2014 Citrix. Confidential.26 Online Collaboration
  27. 27. © 2014 Citrix. Confidential.27 Online Collaboration
  28. 28. © 2014 Citrix. Confidential.28 Campaign Lifecycle: Extended Focus of the Demand Center Planning Scheduling Reporting AnalysisExecution
  29. 29. © 2014 Citrix. Confidential.29 Campaign Lifecycle: Extended Focus of the Demand Center Planning Scheduling Execution Reporting Analysis
  30. 30. © 2014 Citrix. Confidential.30 Key Takeaways • Step 1 – Decide “Service Governance versus Full Execution Model” • Step 2 – Develop the “3 Business Cases” • Step 3 – Consider Demand Center as “Business” inside the company • Step 4 – Build the initial “Services Catalog” and align with internal clients • Step 5 – Assess “Internal, External or Hybrid Staff Model” • Finally: Measure the Value / Impact, not the Activity Metrics!
  31. 31. © 2014 Citrix. Confidential.31 WORK BETTER. LIVE BETTER.

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