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Overview | Guidelines | Application 2007 ITSMA Marketing Excellence Awards |
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Diamond Award: Infosys Technologies By March 2006, Infosys, fueled by growth in the outsourcing industry, had hit the $2 billion mark. But Infosys had no intention of resting on its laurels. Rather, aware that it didn’t want to be seen as simply another offshore services provider, the company launched a global branding campaign built around the idea of winning in the “flat world.” By June 2007, Infosys had become the first Indian company to be added to the NASDAQ-100, and it had also increased its annual revenues from $2 billion to $3 billion, a significant portion of which is directly attributable to the flat-world campaign.
Gold Award: Iron Mountain Over the past few years, as the world watched a continual stream of corporate malfeasance, security breaches, and natural disasters, new laws and regulations emerged to ensure vital corporate information is appropriately secure and properly accessible. Amid these changes, Iron Mountain’s brand perception was that of a company that simply stored physical files. To change this perception, take a leadership role in defining digital records, and migrate its brand up the value chain, the company created a compliance solution that established Iron Mountain as an unrivaled thought leader in its industry, sharpened its competitive edge, and generated new business opportunities that ultimately had a multiplicative effect on revenue growth.
Diamond Award: Avaya The midsize business segment of the IT industry is growing faster than any other segment, but Avaya’s share of the market declined considerably from 2002 to 2004. Avaya’s initial assessment found that it did not have the right solutions for the market, the right focus on the sales channel, or the proper organizational structure to support long-term sales success. A cross-functional team was brought together to create new solutions specifically for midsize businesses and develop channel initiatives, communications, marketing programs, and deliverables, all targeted at this specific customer segment. To date, the program has provided more than $150 million in incremental revenue and significantly grown Avaya’s market share.
Gold Award: Autotask Corporation Autotask, a provider of Web-based Professional Services Automation (PSA) software, was limping along in a crowded category with 70 competitors with only a shoestring marketing budget at its disposal. Although the company was generating inquiries, the prospects came from a huge cross-section of business types, making each sale a difficult and slow consultative process. Something had to change. By doing careful research, Autotask’s marketing team identified the perfect niche for its PSA software: IT service providers. Autotask narrowed its focus to this small, well-defined community, concentrated on leveraging the Web as a lead generation “machine,” and doubled the size of its business in just five months.
Diamond Award: SAP In 2007, SAP realized three things about its sales force: The sales model for services was very complex; the motivation among account executives to sell services was low; and account execs were overwhelmed with information. In response to this, the Global Services Marketing and SAP Consulting divisions teamed up to promote better collaboration between services marketing and sales. The team enhanced their ability to deliver tailored support to each sales group, promote the business benefits of integrating services into account plans, and build an effective distribution model. Today, 40% of all 2007 Services Program Management tactics are devoted to sales enablement, and the sales teams have responded positively.
Gold Award: Microsoft Services Faced with the challenge of getting mindshare from an audience of over 8,000 field employees, Microsoft Services HQ needed to find a way to effectively communicate and measure the reach of critical marketing, sales, and policy initiatives. In response, the company created the Quarterly Release Process—a business change management system that funnels action items to everyone in the services organization by role—and designated it as the only sanctioned means of communication to the field. Today, over 95% of the field complies with the “asks” of the release, and over 85% report that the communication is relevant.
Diamond Award: Satyam How do you move an IT-oriented company from a developing country onto the global stage, all while shifting its relationships with customers from transactional to strategic? Satyam’s marketing group created The Diamond Customer-Engagement Strategy, a program designed to address four key areas—business, technology, industry, and culture—through customer intimacy, a “high-touch” approach and execution. Just one of Satyam’s innovative tactics is the replication of its customers’ headquarters at Satyam’s offices in India, which both makes customers feel at home and surrounds relevant Satyam employees with the customer’s brand. Since launching the program, Satyam has more than tripled its annual revenues and expanded its workforce by 30,000 employees.
Gold Award: BearingPoint Since 2000, BearingPoint and Cisco have been involved in the promotion of eGovernment projects in Germany. Under the patronage of the Federal Minister of the Interior, the companies launched the national eGovernment competition, the purpose of which is to consolidate the use of Internet technologies for the modernization of public administration in Germany and so contribute to the competitive advantage of the country. The competition affords BearingPoint and Cisco the opportunity to come in contact with potential clients throughout the year on occasions such as the competition announcement, assessment, and awards ceremony. It also increases brand awareness and improves long-term relationships with the government.
Diamond Award: Accenture For years, Accenture has been known for its “high-performance” positioning. But in early 2006, the company decided it wanted to take things one step further and find a way to leverage digital marketing channels to deliver high-impact, customized messages about its high-performance research to key clients. To do this, it launched a new microsite, the Accenture High Performance Business Network (HPBN), which features podcasts, videos, Web seminars, thought leadership, and more. Since the HPBN’s launch, 600 key client contacts have joined the site, with the average user spending 14 minutes at a time browsing HPBN content.
Gold Award: Microsoft Services In May 2005, the SVP of Services at Microsoft called for a change in the way the company communicated with services field personnel. The communications team considered several different formats for the delivery of important, relevant information that could be easily digested by the field, ultimately settling on a new audio program called ServicesRadio. Delivered bimonthly via a downloadable file or mailed CD, ServicesRadio includes real-world field success stories, news briefs, and a 15–20 minute discussion with the Microsoft Services CTO. So far, approximately 1,100 field employees have subscribed to ServicesRadio, giving it a satisfaction rating of 83%. |
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