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6/3/2011 Kathie Johnson and Mike Segal from Dassault Systemes presented at MassTLC's Sales Enablement Summit; Increasing Volume, Velocity & Value through Sales Enablement and Alignment
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Mike SegalSenior Vice President
Enterprise PLM Business Transformation Americas, Dassault Systèmes Americas
Kathie JohnsonVice President of Marketing, Dassault Systèmes Americas
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Sales and Marketing Alignment: Four Elements for Success
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We help you create, share and experience in 3D
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Great Wall
Electric BoatBath Iron Works
GE Healthcare
Medical Systems
Confidential
Aerospace Automotive Shipbuilding IndustrialEquipment
High-Tech Construction ConsumerGoods
Consumer Packaged Goods
Life Sciences Energy BusinessServices
‘81 ‘84 ‘90 ‘95 ‘00 ‘00 ‘05 ‘05 ‘06 ‘08 ‘09
Partnering with 130,000 customers in 11 industries
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Promises of excellence with world class brands
Dassault Systèmes Solutions Portfolio
Rich Applications Universal Applications
Online Platform
Virtual Product
3D forProfessionals
RealisticSimulation
Digital Manufacturing& Production
Global CollaborativeInnovation
3D LifelikeExperiences
SocialInnovation
Reveal InformationIntelligence
#x:Worldwide Brand Position
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DS Professional Channel
DS PLM Value Solutions
DS PLM Enterprise Business Transformation1
2
3
Cust
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Aerospace Automotive Shipbuilding Industrial Equipment
High-Tech Construction ConsumersGoods
Consumer Packaged Goods
Life Sciences
Energy Business Services Free Space
Three channels addressing an extended market
The largest sales force in PLM industry
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8 Ι Four
Elements
Successfor
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1. MissionAgreed upon mission that is clearlyarticulated throughout both organizations
This is achieved viaClear rolesRemoval of language barriersAssigned partnershipsPlan agreement & commitmentSuccess benchmarksDetailed performance objectives
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This is achieved viaBusiness partnershipCadence callsPlans, Activity schedules, campaign announcementsDashboards, KPIs
Written and oral communication with agreed upon frequency that supports and maintains open dialog at all levels
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ResultsNAM Marketing BT Dashboard – March 2011
# Leads #
# Converted #
# Rejected #
# Pending #
Marketing Database
Cust References 2011 target Total YTD New This Month
# # #
Awareness
Lead Efficiency YTD
E Seminars Hosted
# Events # BT Attendees
PLM Forums # #
3rd Party # #
On Site
Hospitalities
Others
TOTAL # #
Events YTD
CURRENT QUARTER Marketing Pipeline Contribution
2011 EBT Revenue March YTD TotalTotal EBT Marketing Revenue (All Leads) $195,693 $261,043
EBT Revenue from Leads $21,200 $29,650EBT Revenue from Inside Selling (Excluding Sales from Leads) $174,493 $231,393
YTD NAM EBT Qualified Leads by Type
# of Leads % of TotalTarget Actual Target Actual
Online/Awareness ## ## ## ##Events ## ## ## #Outbound Telemarketing ## ## ## #Total ## ## 100% 100%
Company Confidential
NAM
Total Revenue #Longshot #Upside #Commit #Safe #Won #
YTD Marketing Pipeline & Win Contribution YTD Marketing Pipeline by Industry
Inside Selling Highlights (March)
Closed Deals #
Closed Revenue #
# Deals in Pipeline #
$ of Pipeline #
Site IndustryActive Oppies
01. Automotive #06. Consumer Goods #07. Consumer Packaged Goods #08. Life Sciences #09. Energy #No Industry information #Grand Total #
#### ####
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### 7677### ###
0
5000
10000
1500020000
25000
30000
35000
Feb March
Nb Sites
Nb Contacts W/email and Job Function
Nb Contacts with email and NO job Function
C level contacts
####
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##### ####0
50,000
100,000
150,000
200,000
250,000
Feb March
NB Touches
NB Responses
05101520253035404550
02468
101214
Janu
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Febr
uary
Mar
chAp
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ayJu
ne july
Augu
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Oct
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Attendees 2010
Attendees 2011
2010 Esem #
2011 Esem #
2. Communication
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3. ProcessesDevelopment, agreement, communication and commitment to Processes is essential to achieve goals
This is achieved via:Planning & approval processesOperational processes
Lead qualification processLead distribution process
Customer Centric Sales ProcessReporting processes
Consistent dashboard metricsClosed loop reporting process
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4. ToolsUse tools that demonstrate results, remove ambiguity, facilitate the sharing of information, and enable teams to replicate success
This is achieved via:SWYM: Internal social community platform for sharing information and building networks CRM tool –Leads, pipeline, revenue measurement & reportingMAPLE: Internal application for operational tracking of all campaigns, including budgetNEOLANE: Marketing campaign tool – deploys campaigns & tracks results
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Sales and Marketing Alignment Helps Drive Successful Programs
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Case Study: Driving tangible revenue
Dassault Systèmes Customer ConferenceSales closing event, developed by marketing with sales inputNetworking opportunitiesExecutive dinner hosted by head of salesSponsorships for partners of all levelsDSCC corporate, sales and marketing executives available to customers
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Case Study: targeting specific industries for awareness & lead generation
Strategy 6-part campaign, multi-media, multi-offer
format, featuring clusters of industry/brand initiativeso OEM Microsites, speaking roles and industry events, forums,
sponsorships of key Industry associations (OESA)o Email campaigns, online advertisingo Automotive Excellence luncheon serieso Social Media – YouTube, Twitter, blogs. LinkedIn
Audienceo OEM and Tier One Industry executives, Design and
manufacturing managers and executives
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Automotive Advantage
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Case Study: Creating Buzz / AwarenessThe Robot Whisperers Just two regular guys with a passion for robotics, on a mission to help others overcome their relationship issues with their production Robots. “But they don’t actually talk to the Robots because Robots don’t have ears!”
StrategyOnline video e-series for audiences in the robotics community delivered in a fun and entertaining format.
AudienceManufacturing: Line/workcell builders, system integrators, OEMs, robotics programmers /engineers.
Program StrategyEmail campaignsVideosSocial Media – YouTube, Twitter, blogs. LinkedInOnline Adverts, Google AdwordsLive event appearances
Launch of Episode 3 covered on
Mike
Tonywww.plmv5.com/robotwhisperers
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8 Ι Coming together is a beginning.
Keeping together is progress.Working together is success.
- Henry Ford
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Ι www
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