Acquiring, developing and retaining marketing talent is a big challenge for many companies. Being able to develop and apply strategic thinking while developing market-focused strategies is even more important in today’s fast-paced environment. In this webinar, you will: Discover the key principles of developing marketing excellence within an organization. Learn how to leverage advanced marketing simulations to accelerate strategic marketing skills. See how Dell is using this approach on a global scale as part of its Marketing Excellence initiative. This webinar is presented by StratX, a global executive development firm, in partnership with Dell.

1. Marketing Excellence: Developing Strategic Marketing
Skills With Advanced Marketing Simulations
You can listen to today’s webinar using your computer’s speakers
or you may dial into the teleconference.
If you would like to join the teleconference,
please dial 1.408.600.3600 and enter access code 499 658 737 #.
You will be on hold until the seminar begins.
#CLOwebinar

2. Marketing Excellence: Developing Strategic Marketing
Skills With Advanced Marketing Simulations
Speakers: Philippe Latapie
Partner, Managing Director
StratX International
Brennan Dell
Director, Marketing Talent and Capabilities
Dell
Sebastien Lamiaux
Director
StratX International
Moderator: Mike Prokopeak
Vice President, Editorial Director
Chief Learning Officer magazine
#CLOwebinar

3. Tools You Can Use
• Q&A
– Click on the Q&A panel (?)
in the bottom right corner
– Type in your question in the
space provided
– Click on “Send.”
#CLOwebinar

4. Tools You Can Use
• Polling
– The poll will appear on the
right side of your screen
– Select the best option for
each question
– Click on “Submit”
#CLOwebinar

5. Frequently Asked Questions
Will I receive a copy of the webinar recording?
YES
Will I receive a copy of the slides?
YES
Please allow up to 2 business days to receive these materials
#CLOwebinar

6. Marketing Excellence: Developing Strategic Marketing
Skills With Advanced Marketing Simulations
Mike Prokopeak
Vice President, Editorial Director
Chief Learning Officer magazine
#CLOwebinar

7. Marketing Excellence: Developing Strategic Marketing
Skills With Advanced Marketing Simulations
Philippe Latapie
Partner, Managing Director
StratX International
Brennan Dell
Director, Marketing Talent and Capabilities
Dell
Sebastien Lamiaux
Director
StratX International
#CLOwebinar

8. Marketing Excellence: Developing Strategic Marketing Skills
with Advanced Business Simulations
Engaging Business Simulations
Action Learning that Drives Growth

9. About StratX
Our clients
40 Fortune 500 companies
have hired StratX.
25 of the top 30 business
schools in the world use
STRATEGIC
StratX simulations.
THINKING 60+ countries around the
world run StratX
BUSINESS ACUMEN
programs.
Winning Behaviors
that
Drive Profitable
Growth
COMMERCIAL
INNOVATION
& MARKETING
EXCELLENCE
EXCELLENCE
CUSTOMER CENTRICITY
Our Mission
Enable leaders to drive profitable growth
8

10. Simulations Developed with Thought Leaders
F. Simon
Columbia University
Professor
Biobrand Launcher
Simulation focused on new
marketing models in
biopharmaceuticals
JC Larreche C. Kim and R.
Founder of StratX Mauborgne
and INSEAD Professor INSEAD Professors
Marktsrat simulation Blue Ocean Strategy
and many others focused simulation
on customer centric focused on customer
strategies value innovation
9

11. Table of Contents
Why Marketing Excellence?
Dell example: how one leading company
is using a simulation-based approach to
develop its marketing know-how globally
Marketing simulations: what to expect and
where to begin
Q&A

12. Poll 1: Triggers of Marketing Excellence
Can you relate to the following challenges?
Take the marketing function to the next level
Differentiate in a maturing and competitive market
Develop and retain marketing talent in global markets
Help drive organic growth
Maximize impact of upcoming launches
Stimulate and orient innovation
11

13. Trends Affecting Marketing Excellence Initiatives
Marketing Excellence Initiatives seem more common now than 5 years ago
The power of the customer is growing
Markets are maturing and becoming more competitive
Acquisitions and cost reductions are no longer sufficient
Marketing’s role and impact on growth is increasing
CMOs are in place in more organizations
Customer insights can be the source of productive innovation, customer
engagement and retention
12

14. Two Levels of Marketing Excellence
2. Marketing as Leadership
• To gain superior customer
External understanding, capture
customer insights, create
leadership new markets, serve new
customer segments
Internal • To motivate and enable the
rest of the organization to
leadership adapt and contribute
1. Marketing as a Profession
Marketing excellence
must develop marketing
as a profession within
the company
13

15. Four Roles to Transform Marketing
into a Strategic Function
Source: Unleashing the Power of Marketing, HBR Review 14

16. StratX Approach
15

17. Table of Contents
Why Marketing Excellence?
Dell example: how one leading company
is using a simulation-based approach to
develop its marketing know-how globally
Marketing simulations: what to expect and
where to begin
Q&A

18. About Dell
Our Purpose
Delivering technology solutions that enable
people everywhere to grow and thrive
 We are a leading technology
solutions provider for individual
consumers through large
enterprises in public and private
markets
 100,000+ employees across 40
countries with sales in 180
countries worldwide
 Over 4000+ marketers worldwide
in a cross-matrixed organization
serving numerous customer
segments and marketplaces
17

19. The Situation in 2009
 Difficult global economy
 Company branding and purpose
transformation
 Focus on people strategy
18

20. Marketing Gaps
Initial State Desired State
• Little consistency in approach • Ability to reach consensus
• Too tactical without factoring in • Alignment to create effective strategy
strategy • Simple, repeatable, scalable
• Analysis paralysis templates and tools
• Over indexing on options • Evaluation of options & alternatives
19

21. The Approach
 Background and objectives
• Target population of 1500 senior staff
marketers with goal to deploy to 35% per
year
• Program started early 2010 and has been
held more than 30 times in North
America, Europe, Asia and South America
 Course Overview
• The program includes a 3-day live
workshop format featuring:
 The use of a strategic simulation
developed by StratX
 Conceptual sessions and frameworks,
including processes
 Application toward real-world Dell
business issues
 Corporate Responsibility
 Social Media
 Marketing Talent & Capabilities
 Virtual version of the program
 Continuous innovation of content
and tools
20

22. Impact
“This course gives a great first hand on experience on how to run a corporation.
Essential for every function in Dell, to relate to their contribution to the
organization. ”
“Best simulation I’ve had since business school.”
“Great simulation based program. Refreshes need of collaboration and
stimulates strategic thinking. ”
“This is a must take course in the Dell training portfolio”
21
21

23. Results
 More strategic mindset among
marketers
 Strengthening of peer network
 Ability to leverage wisdom of crowd
22

24. Table of Contents
Why Marketing Excellence?
Dell example: how one leading company
is using a simulation-based approach to
develop its marketing know-how globally
Marketing simulations: what to expect
and where to begin
Q&A

25. Key Success Factors of a Marketing Excellence Initiative
Top management support
Strategic Perspective
Top notch execution
Constant monitoring and alignment
Honing skills, shaping mindsets, inspiring behaviors
24

26. Poll 2: Experience with Simulations
Have you ever used a computer based simulation before?
Yes
No
If so, in which type of environment?
Corporate
University / Graduate School / MBA
Other
25

27. Why a Simulation?
Learning RESULTS
Impact
Experience ACTION
Experience-based
BELIEF
Case Studies
Group Exercises UNDERSTANDING
Discussions • Sharpen skills
• Apply tools/
Lectures concepts KNOWLEDGE
• Test strategies
Reading Traditional • Build teams
Level of Involvement
26

28. 27

29. The Simulation Process
Strategy Results
Company,
Competitor &
Market
Analysis
Information
Group
Discussion
Integration of skills,
perspectives and
creative ideas
Strategy
Immediate Feedback
Generation
from Simulation
Teams in indirect
competition
Evaluation
Intensive teamwork
Practice strategic
analysis and Decision
decision making Making
skills
28

30. Simulation Participants are Challenged to Formulate
& Implement Customer-Focused Growth Strategies
Customer Groups
Plan Strategy
Balance External &
Internal Perspectives
Resource Allocation
Implement and
Monitor
Company Competitors
29

31. So How Do You Begin?
Define vision and objectives through a diagnostic
Audit existing programs, resources
Identify target audience, budget
Start incrementally
Encourage emerging practices and celebrate early
successes
30

32. Key Messages
Marketing Excellence is more than just discrete
marketing training programs
Marketing Excellence is about marketing leadership
that will
– Drive a customer-centric mindset throughout the organization
– Uncover new offerings and new market opportunities
– Be a key contributor to the growth of the company
Skills, mindsets and behaviors
Simulation can be valuable tool to jumpstart, reinforce or
accelerate
31

33. Table of Contents
Why Marketing Excellence?
Dell example: how one leading company
is using a simulation-based approach to
develop its marketing know-how globally
Marketing simulations: what to expect and
where to begin
Q&A

34. Poll 3: Next Steps
I would like to:
Receive a complimentary copy of Building Marketing
Excellence article by StratX
Receive a complimentary copy of the summary of
The Momentum Effect by Jean-Claude Larreche
Request a follow-up from StratX
33

35. Q&A
www.stratx.com
Brennan_Dell@Dell.com Philippe.Latapie@stratx.com
Sebastien.Lamiaux@stratx.com
34

36. Join Our Next CLO Webinar
Driving Your Organization’s Culture by Building Learning
Relationships for Mutual Benefit
Thursday, March 22, 2012
CLO Webinars start at 2 p.m. Eastern / 11 a.m. Pacific
Register at www.clomedia.com/events
Join the CLO Network: http://network.clomedia.com/
#CLOwebinar