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How Winning B2B Companies Achieve
Profitable Growth
Sean Geehan, Author, B2B Executive Playbook
Anubhav Saxena, Global Marketing & Strategy, HCL
How Winning B2B Companies
Achieve Profitable Growth


    Anubhav Saxena
    HCL
    Global Marketing, Strategy & Alliances




    Sean Geehan
    Author
    The B2B Executive Playbook
Sales: $80 Billion
                                           Customers: 1,700


       Sales: $60 Billion
     Customers: 500,000,000
© 2011 Geehan Group. All Rights Reserved                        Page 3
CEO




     Marketing                             R&D   Finance   Strategy   Sales




© 2011 Geehan Group. All Rights Reserved                                  Page 4
CEO




                                R&D         Finance           Strategy   Sales




                                            IT, HR,
                                           Operations




                                           Everyone
                                             else




                                           Marketing


© 2011 Geehan Group. All Rights Reserved                                         Page 5
Go-To-Market
           Challenges


        Marketing spending and ROI
        Strategic Planning
        Branding, Positioning & Margins
        Sales – New and Retained



© 2011 Geehan Group. All Rights Reserved   Page 6
Marketing Investments

                                               Decision Maker
                                                  CIO/CFO
                                                  Drive Change
                                                  Set Direction      10%
                                                  Influencer

                                           Director/Vice President
                                                 Run the Business
                                                 Business Process
                                                                     15%
                                       Users - IT support teams
                                                     Execute
                                                Features/Functions
                                                     Workflow        60%
                                                 Purchasing          15%
© 2011 Geehan Group. All Rights Reserved                                   Page 7
Marketing Investments


                                      Broad                                           Top
                                      Market       Target Market   All Customers   Customers


        Decision
         Makers




  Influencers                              Acquisition                 Retention
                                            (Prospects)                 (Customers)
                                              60%                          40%
      Users/
  Purchasing




© 2011 Geehan Group. All Rights Reserved                                                  Page 8
Lower level
         concentration
                                               Lost

              Acquisition
                                           =   Sales

                 Vs.
              Retention


© 2011 Geehan Group. All Rights Reserved               Page 9
CF
                                           Os
                                           Marke
                                           ters

© 2011 Geehan Group. All Rights Reserved           Page 10
Mishandled
              Branding
                                                Lost
                                           =   Margin

                  B2C
                Approach



© 2011 Geehan Group. All Rights Reserved                Page 11
Go-to-Market Planning




© 2011 Geehan Group. All Rights Reserved   Page 12
© 2011 Geehan Group. All Rights Reserved   Page 13
Lack of DM
               Insight
                                                   Poor

                                           =   Go-to-market
                                                 Strategy
          Leadership
          Misalignment



© 2011 Geehan Group. All Rights Reserved                      Page 14
© 2011 Geehan Group. All Rights Reserved   Page 15
ROI on Decision Maker Customer Programs
 Results are Measureable
                                                 No              With
                                           Decision Maker   Decision Maker

            Retention                          72%              90%

            Account Growth                      4%              12%

            Referencable                       28%              94%

                   “Our executive customer programs have proven to be
                   the most effective way to positively impact top and
                                                  bottom line results.”
                                                               Jeff Garrity
                                                             CFO, Services


© 2011 Geehan Group. All Rights Reserved                                      Page 16
Total Number of Clients: 467
                    Client Revenue         Total Revenue

                    Top 5 Clients             15.3%
                    Top 10 Clients            24.1%
                    Top 20 Clients            34.2%
                    Top 100 Clients           75%




      Taken from HCL Technologies’ First Quarter Results
      FY2012, Investor Release; October, 18 2011
© 2011 Geehan Group. All Rights Reserved                   Page 17
Marketing enables
                              Retention and account growth
                              Organizational direction
                              Leadership team alignment
                              Reference-ability

© 2011 Geehan Group. All Rights Reserved                      Page 18
Market Aligned Planning


                                                                              Sweet Spot

                                                           Market
                                                          Collective
                           Acquire                                                  Evolve

                                                      3                2

                                                              1
                                           Business                       Core
                                            Model             4        Competency




                                                          Divest

© 2011 Geehan Group. All Rights Reserved                                                     Page 19
HCL

                                                                                Sweet Spot
                                                                                 Gold Standard
                                                         Market                  CIO Straight Talk Publication
                                                      Collaborative              Vertical Emphasis
                                                                                 Repositioning
         Acquire
          Axon
                                                      3               2                  Evolve
                                                                                          Global Delivery Model
                                                              1
                                                                                          Shared risk Royalty Model
                                           Business                      Core
                                            Model             4       Competency




                                                          Divest
                                                           You   are the CEO
                                                           You   are the CMO
© 2011 Geehan Group. All Rights Reserved                                                                          Page 20
© 2011 Geehan Group. All Rights Reserved   Page 21
Analysis of Marketing Spend

                                              Acquisition                 Retention
                                           Broad                                       Top
                                           Market   Target Market   All Customers   Customers


               Decision                                  4th             2nd         Greatest
                Makers                                                                 ROI




         Influencers                                                                   3rd




              Users/
          Purchasing




© 2011 Geehan Group. All Rights Reserved                                                     Page 22
Market
                                            Driven
                                           Strategy




                       Customer                       Leadership
                      Engagement                      Alignment



© 2011 Geehan Group. All Rights Reserved                           Page 23
© 2011 Geehan Group. All Rights Reserved   Page 24
Anubhav Saxena
                                           @the_futureist




                                           Sean Geehan
                                           @seangeehan




© 2011 Geehan Group. All Rights Reserved                    Page 25
Thank You!
Sean Geehan   Anubhav Saxena
@seangeehan   @the_futureist

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How Winning B2B Companies Achieve Growth

  • 1. How Winning B2B Companies Achieve Profitable Growth Sean Geehan, Author, B2B Executive Playbook Anubhav Saxena, Global Marketing & Strategy, HCL
  • 2. How Winning B2B Companies Achieve Profitable Growth Anubhav Saxena HCL Global Marketing, Strategy & Alliances Sean Geehan Author The B2B Executive Playbook
  • 3. Sales: $80 Billion Customers: 1,700 Sales: $60 Billion Customers: 500,000,000 © 2011 Geehan Group. All Rights Reserved Page 3
  • 4. CEO Marketing R&D Finance Strategy Sales © 2011 Geehan Group. All Rights Reserved Page 4
  • 5. CEO R&D Finance Strategy Sales IT, HR, Operations Everyone else Marketing © 2011 Geehan Group. All Rights Reserved Page 5
  • 6. Go-To-Market Challenges  Marketing spending and ROI  Strategic Planning  Branding, Positioning & Margins  Sales – New and Retained © 2011 Geehan Group. All Rights Reserved Page 6
  • 7. Marketing Investments Decision Maker CIO/CFO Drive Change Set Direction 10% Influencer Director/Vice President Run the Business Business Process 15% Users - IT support teams Execute Features/Functions Workflow 60% Purchasing 15% © 2011 Geehan Group. All Rights Reserved Page 7
  • 8. Marketing Investments Broad Top Market Target Market All Customers Customers Decision Makers Influencers Acquisition Retention (Prospects) (Customers) 60% 40% Users/ Purchasing © 2011 Geehan Group. All Rights Reserved Page 8
  • 9. Lower level concentration Lost Acquisition = Sales Vs. Retention © 2011 Geehan Group. All Rights Reserved Page 9
  • 10. CF Os Marke ters © 2011 Geehan Group. All Rights Reserved Page 10
  • 11. Mishandled Branding Lost = Margin B2C Approach © 2011 Geehan Group. All Rights Reserved Page 11
  • 12. Go-to-Market Planning © 2011 Geehan Group. All Rights Reserved Page 12
  • 13. © 2011 Geehan Group. All Rights Reserved Page 13
  • 14. Lack of DM Insight Poor = Go-to-market Strategy Leadership Misalignment © 2011 Geehan Group. All Rights Reserved Page 14
  • 15. © 2011 Geehan Group. All Rights Reserved Page 15
  • 16. ROI on Decision Maker Customer Programs Results are Measureable No With Decision Maker Decision Maker Retention 72% 90% Account Growth 4% 12% Referencable 28% 94% “Our executive customer programs have proven to be the most effective way to positively impact top and bottom line results.” Jeff Garrity CFO, Services © 2011 Geehan Group. All Rights Reserved Page 16
  • 17. Total Number of Clients: 467 Client Revenue Total Revenue Top 5 Clients 15.3% Top 10 Clients 24.1% Top 20 Clients 34.2% Top 100 Clients 75% Taken from HCL Technologies’ First Quarter Results FY2012, Investor Release; October, 18 2011 © 2011 Geehan Group. All Rights Reserved Page 17
  • 18. Marketing enables  Retention and account growth  Organizational direction  Leadership team alignment  Reference-ability © 2011 Geehan Group. All Rights Reserved Page 18
  • 19. Market Aligned Planning Sweet Spot Market Collective Acquire Evolve 3 2 1 Business Core Model 4 Competency Divest © 2011 Geehan Group. All Rights Reserved Page 19
  • 20. HCL Sweet Spot  Gold Standard Market  CIO Straight Talk Publication Collaborative  Vertical Emphasis  Repositioning Acquire  Axon 3 2 Evolve  Global Delivery Model 1  Shared risk Royalty Model Business Core Model 4 Competency Divest  You are the CEO  You are the CMO © 2011 Geehan Group. All Rights Reserved Page 20
  • 21. © 2011 Geehan Group. All Rights Reserved Page 21
  • 22. Analysis of Marketing Spend Acquisition Retention Broad Top Market Target Market All Customers Customers Decision 4th 2nd Greatest Makers ROI Influencers 3rd Users/ Purchasing © 2011 Geehan Group. All Rights Reserved Page 22
  • 23. Market Driven Strategy Customer Leadership Engagement Alignment © 2011 Geehan Group. All Rights Reserved Page 23
  • 24. © 2011 Geehan Group. All Rights Reserved Page 24
  • 25. Anubhav Saxena @the_futureist Sean Geehan @seangeehan © 2011 Geehan Group. All Rights Reserved Page 25
  • 26. Thank You! Sean Geehan Anubhav Saxena @seangeehan @the_futureist