The document discusses building a leading IT services marketing team. It outlines a journey that includes understanding current resources and needs, aligning the marketing team with business objectives, understanding true return on investment, defining measurable ROI metrics, getting to know the board, and gaining commitment to the marketing plan by July 25th. The goal is to change perceptions by delivering on promises and having a motivated team that challenges the business.

1. Driving the Board to build a leading
IT Services Marketing team
Catherine Howard
Email: Catherine.Howard@atos.net
Phone: 07580 797251
Twitter: @CatHoward1
LinkedIn: uk.linkedin.com/in/cathoward1/

2. Questions
▶ Is Marketing really adding
value to your organisation?
What more could you do?
▶ Are you spending enough
time with the right
stakeholders?
▶ What one thing are you
going to change going back
into the workplace, following
on from what you will hear in
the next 30 minutes?
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3. The Journey…
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Understanding
what you have
and need to do
Alignment
withthe
Business
Understanding
the true Return
on Investment
(ROI)
Changing
perceptions
Delivering what you said you would
Defining your ROI
Getting to know
your Board
25th July
“D-Day”
January February March April May June July August September October November December

4. Questions
▶ Is Marketing really adding
value to your organisation?
What more could you do?
▶ Are you spending enough
time with the right
stakeholders?
▶ What one thing are you
going to change going back
into the workplace, following
on from what you will hear in
the next 30 minutes?
4

5. Q&A
5

6. Thank you
6
for more information:
Email: Catherine.Howard@atos.net
Phone: 07580 797251
Twitter: @CatHoward1
LinkedIn: uk.linkedin.com/in/cathoward1/

7. Understanding what you have and need to do

8. Alignment with the business
▶ Restructuring the team
▶ Team objectives aligned to
the business’ objectives
▶ 1-1 stakeholder
management
▶ Ownership & accountability
▶ Ambition, focus and
environment
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9. Understanding the true Return on Investment (ROI)
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“If you can’t measure it, you can’t manage it”
Peter Drucker – Management consultant and author

10. Defining your ROI
▶ Deliver X% increase in the Atos
Brand in relation to specific
questions asked through the
annual Brand Perception Survey
▶ Drive £Xm unqualified sales
pipeline through marketing
▶ Support £Xm existing pipeline
through marketing
▶ Deliver £Xm closed orders which
originated through marketing
▶ Enable X clients to be client
advocates for Atos
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11. Getting to know your Board
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“What we really need is a mindset shift that will make us relevant to today’s
consumers, a mindset shift from ‘telling & selling’ to building relationships.”
Procter & Gamble

12. 25th July – ‘D-Day’
▶ 80% external spend asked for
▶ Commitment to the Marketing
Plan
▶ Recognition that Marketing is
fundamental to growing the
business
▶ Motivated team
▶ Positive team
▶ Team which is confident in
challenging the business
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13. Delivering what you said you would
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“To believe in
something, and not to
live it, is dishonest.”
Mahatma Gandhi

14. Changing perceptions