I call the company EMEA Strategy, but culture eats strategy for breakfast. Doesnt matter what your strategy is if you dont take culture into account and into context. You cannot get away from the fact that “ the West ” is not a heterogenous environment- there are extremes of culture and style in the richest countries in the world. To successfully sell into any country, you need to get to the heart of the cultural paradigm quickly and to feel its changing heartbeat as well as you do your own. While many US companies understand how to adapt to new organisational structures and how these fit with de facto power structures, where, for example, being a schoolfriend of the King ’ s brother is more important than being the CEO, but fewer take the time to understand why the King is the king, and what he really means to the country, how he shapes the corporate and cultural agenda, what part ritual plays in the use and abuse of power, etc. - Symbols - gazelle because Abu Dhabi means father of the gazelle, falcon, because that ’ s how the ruling classes hunt, dog - derogatory. - Control systems - palace coups, sometimes bloodless, sometimes not. - Rituals - Ramadan - fasting during the day; 5x prayers; dots on the hotel ceiling; - Stories and Heroes - 1001 nights, but where is the james Bond equivalent? Old fashioned virtues still taught as basics in schools, mosques, etc. Not easy to be an atheist... Some examples: UAE - weather app and dog walking (falconry would have been better); religious tolerance except for israeli Boycott laws; empowerment of women - but don ’ t shake their hands. All gifts come from Allah but are disseminated by the ruling family. Most peaceful country ever visited was Abu D (which of course is one of 7 countries in the UAE). By contrast, UK is also headed by a royal family but is a democracy - more so than the USA. But it ’ s common to say that the USA and the UK are the most similar countries (and they are). However, the riots in the streets in August 2011 show that the British subjects are no more happy with this situation than the subjects of the UAE. And the ruling clique in the UK is no less closed to outsiders than that of the UAE, it ’ s just based upon schools and universities rather than extended families. In fact, since the UAE assumes that it needs external technical and intellectual assistance to get the best bang for its oil bucks, it welcomes third parties, whereas the UK, as an ex colonial power and with 70m population, assumes it can do most everything from within its own population. Control systems - non-elected House of Lords Power structures - Parish councils still control access across common land Stories and heroes - reality TV stars, singers that copy singers. And those are just examples about the basic differences in the cultures. how your products and services are affected by the culture is another whole different ball of wax. For example, do you have the right to sell your product in these markets (IP)? Is the product acceptable to the market (language, R2L, product name, standards, etc). Is the warranty appropriate? Pricing? etc etc.
and the sales approach is 1/20th of all the issues and implications that you should consider when entering into a new market. without the marketing positioning in place, no matter how good the relationship between the contractor and the prospect, the risk associated with going with your company will be seen to be too high for a multi million dollar commitment. It ’ s likely that there will be 10 or more customer touches before any action takes place. This number goes up exponentially if you ’ re not present in the region or have no form of commitment to the region. It ’ s typical that you will need a 100% focus from the sales guys in the contractor. Sharing the love between contracts doesn ’ t really work - the sales people will go where the best ROI is, so working for free is not an option. Connecting with customers, even by someone they know and trust, needs some for of catalyst. This is a product launch, a marketing programme, some industry specific thought leadership, etc. Remember that the first 10 touches are about customer education and familiarity - so they need to happen consistently, with great feedback, super responsiveness, etc... Of course if you dont have all of these areas already set up, then I ’ d be glad to help ...
and the sales approach is 1/20th of all the issues and implications that you should consider when entering into a new market. for example, your product will need to be reviewed in light of the culture of your customer, so that the product management may change and the product marketing may change. We will want to make sure that the product/service becomes viral, that people want to talk about it, want to own it. We ’ ll need to deliver the viral product through mediums that make it easy to retransmit the message, and we need to craft a story around the product that is simple, direct (less than 7 words if you want newspaper and twitter headlines) and offers the hearer with the desire, the need to retell the story. We need to help the message recipient say “ I HAVE to retell this story ” . Example - when I heard that the Singaporean millionaire bought a family ticket for the Virgin spacecraft, for me the story was not that he spent $1m, but that he had not told his wife that she was going up in an experimental rocket! VooC is voice of the customer - market research to define what the customer values above all other things ... logistics: 1. market research, requirements planning, make or buy decisions, supplier management, ordering, and order controlling. The targets in procurement logistics might be contradictory - maximize the efficiency by concentrating on core competences, outsourcing while maintaining the autonomy of the company, and minimization of procurement costs while maximizing the security within the supply process. 2. The main function of production logistics is to use the available production capacities to produce the products needed in distribution logistics. Production logistics activities are related to organizational concepts, layout planning, production planning, and control. 3. main tasks, the delivery of the finished products to the customer. It consists of order processing, warehousing, inventory management, and transportation. Distribution logistics is necessary because the time, place, and quantity of production differs with the time, place, and quantity of consumption. 4. to reduce logistics cost(s), enhance service(s), and save natural resources. 5. get stuff in fast to get around logistics situations (eg strikes, xmas, non availability of transport, etc)
in the last two years, E-S has successfully sold into the top 6 industry trends. - 1, 4, 5 = OpenPeak. - 2 and 3 = IntoHand - 6 = TSC OpenPeak and TSC are also Cloud offerings (ie #10)
1. Fast Start Agreement -- to build an international value proposition Identify the most appropriate customers for the offering Identify the smartest channels to market Define the differentiators Test market and refine the differentiation and the offering Build the international sales proposition If current real-world constraints didn ’ t matter, would we change what ’ s unique? Why and how? 2. Build a business plan that pinpoints the markets, ROI expectations and investment 3. Identify project management, technical support and executive engagement models 4. Agree terms for longer term engagement
wrap and summarise...
europe <ul><li>... making an impact ... </li></ul>
vive la différence rituals & routines stories & heroes symbols power structures organisational structures control systems cultural paradigm
US Culture <ul><li>strong individualism </li></ul><ul><li>personal equality is valued </li></ul><ul><li>reasonably comfortable with uncertainty </li></ul><ul><li>loves a hero </li></ul><ul><li>short-term results focused </li></ul>With acknowledgement to Hofstede, G. (1980) Culture ’ s Consequences, Administrative Science, Cornell University.
direct sales and relationship approaches If you ’ re looking for this ...
direct sales and relationship approaches industry audience positioning focused local branding, compelling local gtms strong marketing programmes, seo and viral messaging & social media partnership principles, offers, contracts ...then you ’ ll already have these }
local differentiation vooc positioning and outbound messaging ar pr channel local competitive positioning local lifecycle and support product technical demonstrations proof of concept creation customisation solution preparation proposal support technical procurement production distribution disposal emergency logistics direct sales and relationship approaches industry audience positioning focused local branding, compelling local gtms strong marketing programmes, seo and viral messaging social media partnership principles, offers, contracts sales ... but you ’ re going to need most of these ...
Top Ten Strategic Technology Trends for 2012 1. media tablets and beyond 2. mobile-centric applications and interfaces 3. contextual and social user experience 4. internet of things 5. app store and marketplaces 6. next generation analytics business experience 7. big data 8. in-memory computing 9. extreme low-energy servers 10. cloud computing it department experience human experience <ul><li>Media Tablet sales contracts into multiple EMEA countries </li></ul><ul><li>Mobile Centric apps and app store sales </li></ul><ul><li>Mobile usage analytics applications and cloud services </li></ul><ul><li>Device management cloud services </li></ul><ul><li>Contextual and social/B2B applications </li></ul><ul><li>IoT designs and drafts for MDM extensions </li></ul><ul><li>Next-gen analytics, marketing and sales support for reputational analysis public/private cloud service </li></ul>EMEA Strategy has delivered sales and technical contracts in 7 of the top technology trends in the last 24 months. With acknowledgement to Gartner Group, 2010