The document outlines a company's strategy to shift from product-focused marketing to a more knowledge-based approach centered around industry insights and market segments. It proposes dedicating marketing teams to specific market segments to better understand customers and their needs. The goals are to elevate sales conversations through relevant content that gets the right information to sellers at the right time, strengthen relationships with existing customers, and develop new products and services through proprietary insights.

1. Marketing and Sales Enablement
August 15, 2014

2. 2
Strengthen &
Expand Existing
Customer
Relationships
Develop New &
Innovative
Products and
Services
Leverage
Proprietary
Insights
Selectively
Pursue Strategic
Acquisitions
Growth Strategies

3. 3
Based on 700+ responses from global B2B buyers of large-scale, complex technology-based solutions.
Source: ITSMA, How B2B Buyers Consume Information Study, 2012, 2011
More learning
from communities
(Rise of the B2B
social buyer)
More learning from
solution providers
(Increased solution
provider credibility)
More learning
from sales
(Importance
of sales)
More learning from
multiple marketing
channels
(Omni-channel
approach)
The Knowledge Seeking Client

4. 4
Our differentiation will come from
how well we impart useful knowledge.

5. 5
Present: Product first approach
MarketProducts&Services
FINANCIAL SERVICES HEALTHCARE SERVICES

6. 6
DedicatedMarcomTeamsbyMarketSegment
Asset Managers
Financial
Advisor
Brokers Retirement
Industry
POV
Segment
POV
Priority
Products
& Services
Industry
POV
Segment
POV
Priority
Products
& Services
Industry
POV
Segment
POV
Priority
Products
& Services
Industry
POV
Segment
POV
Priority
Products
& Services
Future: A Market Segment Approach
Marcom Marcom MarcomMarcom
Plan/Payer Provider Pharmacy
Industry
POV
Segment
POV
Priority
Products
& Services
Industry
POV
Segment
POV
Priority
Products
& Services
Industry
POV
Segment
POV
Priority
Products
& Services
Marcom Marcom Marcom
FINANCIAL SERVICES HEALTHCARE SERVICES

7. 7
Future: Relevant, high-value content
Financial
• Security and privacy risks
• Regulatory reform: More challenges ahead
• Predictive modeling
• Cyber Essentials
Healthcare
• Security and privacy risks
• Regulatory reform: More challenges ahead
• HIPPA and unstructured data
• Predictive modeling
• Cyber Essentials
• Technology implications with industry consolidation
INDUSTRY CONTENT
PRODUCT-FOCUSED CONTENT
• Anova
• Asset Servicing
• BPM
• BPO
• Clearing
• Compliance
• Customer
Communications
• Data Sciences
• Fund Accounting
• Fund Admin
• HiPortfolio
• IT Services
• RICC
• Sales Connect
• TA2000
• TA Subaccounting
• TRAC
• Vision
COMMERCIAL INSIGHT
Client A
Insight development
Client B
Insight development
Client C
Insight development
Client D
Insight development
MARKET SEGMENT CONTENT
Asset Management
• Navigating risk
complexity
Financial Advisors
• Operationalizing
ERISA Fiduciary
Responsibilities
Retirement
• 401K Fee Disclosure
• Focus on longer term
accumulation of
wealth
Plans / Payers
• Healthcare partnerships
• Growth of physician
practices
• Healthcare policy changes
Brokers
• The Cost of
Regulation to
Brokers
Pharma
• How retail customer
experience transform
critical healthcare payer
technology
Providers
• Connected Healthcare
• How retail customer
experience transform
critical healthcare
technology

8. 8
Analysis: Present State Map

9. 9
Present: Marketing and Sales
Hand-off
Method Marketing Sales
1. Build content to support products
2. Generate leads
1. Prove superiority of value proposition
2. Navigate and align buying stakeholders
3. Close deals

10. 10
Sales
From handoff to collaboration
Future: Leveraging DST knowledge and expertise
1. Engaging clients in
discovery
3. Challenge how
customers think of
their own business,
issues and
opportunities
Marketing
4. Create and equip reps
and SME’s with
supporting content,
materials and tools
2. Develop commercial
insight
Subject matter
experts

11. 11
Key Strategy: Content Marketing
“The technique of creating and distributing relevant and valuable content to attract,
acquire and engage a clearly defined target audience in order to drive profitable
customer action”
Brand Awareness
Customer Acquisieon
Lead Generaeon
Customer Reteneon/Expansion
Website Traffic
Engagement
Thought Leadership
Sales
Lead Management/Nurturing
0% 18% 35% 53% 70%
39%
47%
55%
55%
56%
61%
66%
68%
68%
Organizational Goals for Content Marketing

12. 12

13. 13
• Elevating the types of conversations sales people have
with clients
• Gets the right information, into the hands of the right sellers,
at the right time, in the right format, to consistently and
systematically have valuable, relevant conversations with the
right set of client stakeholders, at each stage of the client’s
purchase decision process.
Key Strategy: Sales Enablement

14. 14
Industry & Markets Segment
Marketing
• Deep understanding of markets & customers
• Aligns to specific market segments
• Integrates all marketing activities &
messages for greatest synergistic effect to
market segment
• Focused on creating & leveraging relevant,
high value industry thought leadership &
insights
Shared Resources
• Resides within the business units & corporate
marketing
• Managed as a collective resource
• Enhanced consistency, synergy & cost
effectiveness
• Shared outside resources
Sales Enablement
• Critical bridge to Marketing & Sales SME
communities
• Elevates the types of conversations we have
with clients
• Right information to the right seller at the
right time in the right format
• Tools
Product Marketing
• Closely supports Product Management teams
• Aligns marketing resources to core products &
services
• Creates content supporting the business value
derived from the product
• Creates foundation level product content
• Actively coordinates with Market segment
approach with Market segment managers

15. 15
• Sales Support
• Sales Administration
• CRM
• Desktop publishing for sales presentations
• Appointment management
• Campaign management
• RFP’s / RFI’s
• Sales training
What Sales Enablement is NOT

16. 16
Sales Enablement IS
It elevates the types of conversations we have with clients.
Gets the right information, into the hands of the right sellers, at the right time, in
the right format, to consistently and systematically have valuable, relevant
conversations with the right set of client stakeholders, at each stage of the client’s
purchase decision process.
• Commercial Insight development
• Thought Leadership content development
• Oratium Value Propositions & presentations
• Sales messaging
• Account Based Marketing
• B2i
• Prospect & Client Intelligence
• SME Connectivity – Product training
• Client Benchmark Surveys & Research
• Conferences & Events leveraging
• SAVO