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Overview | Guidelines | Application 2008 ITSMA Marketing Excellence Awards |
Brief Presentation of the Winners
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Diamond Award: Accenture The essence of Accenture, a global management consulting, technology services and outsourcing company, can be summarized in three words: High Performance Delivered. Since launching in 2001, Accenture has achieved extraordinary success. Leveraging the power of its unmatched experience along with insights from the company’s groundbreaking research into what drives high performance, Accenture helps clients become high-performance businesses and governments. Accenture coined the phrase, High Performance Business, to brand the unique type of success it provides to its clients. Accenture’s “We know what it takes to be a Tiger.” campaign has been its most successful communications program to date.
By viewing Marketing as a process, establishing best practice processes upfront, and using unique market insight to get noticed, CompuCom successfully grew revenue by 8.5%, increased brand awareness from 6% to 16%, and expanded the sales pipeline by 49%. It was a “David vs. Goliath” type situation from a couple of perspectives. The results showed that by taking the right marketing approach and having marketing viewed as an important business driver, even a small company with a small marketing team can effectively compete against the biggest companies. 2007 proved to be a pivotal year for CompuCom’s brand.
Tata Consultancy Services (TCS), India’s largest IT services, business solutions and outsourcing company, launched a comprehensive, multi-year branding initiative focused on bolstering TCS’ global brand. Leading with the tagline “Experience certainty.”, TCS established a clear positioning and differentiation in the marketplace – an organization that delivers real results to global businesses, ensuring a level of certainty no other firm can match. The initiative integrated and synchronized all channels of marketing and communication throughout the entire company. Internal alignment was rapidly achieved across 100,000+ employees in 42 countries, and external awareness of TCS increased 200% since the launch of the initiative.
With the Metabolomics Virtual Lab campaign, Agilent enhances its worldwide leadership position by engaging Metabolomics researchers, lab managers and directors through an ongoing, dynamic and educational virtual laboratory experience that has them returning regularly - building a relationship between the prospect and the brand. The virtual lab positions Agilent first and foremost as a thought leader and educator, and secondarily as a provider of Metabolomic research products, applications, services and support. The results have increased sales of metabolomics-related products applications, services and support and improved sales funnel health (funnel quantity, quality and velocity through the sales process).
Gold Award: Autotask Corporation Autotask Corporation was challenged by the rapid growth of daily users. Support requests were increasing, feature enhancement ideas were on the rise, while our one-to-one contacts were decreasing due to volume. The solution: create and nurture an interactive, online “CommunITy” built right into the software. Within six months support requests were down 20%, customer satisfaction was up 25%, and prospects who trialed the product closed more often. The CommunITy gives us a direct link to every customer while fostering connections among them, and is now often cited as our biggest competitive differentiator in winning new customers.
Patni's 'Partner for Success' program was developed to reposition the company as a ’Customer-centric’ partner in our clients’ business transformation initiatives. The basic principles underlining the key initiatives were – To encourage Interactivity and provide an Intelligent platform with a client Inclusive approach. The program focus was on engaging with key decision makers and influencers on a personal basis - at different levels with varying intensity. From newsletters to sophisticated co-created business platforms, Patni’s biggest innovation was the concept of building a platform for client collaboration. This ‘inclusivity’ approach has helped clients understand the benefits of partnering for successful business transformation.
The Fujitsu Executive Discussion Evening programme now runs across ten European countries, from Finland to Spain, with over 30 separate events held or scheduled during 2008. The programme is based on a consistent top level format and set of customer themes, supported by local speakers. As a result of the programme, Fujitsu is rapidly establishing a European-wide network of senior C-level contacts, providing the basis for new business conversations in target organisations. The events are based on the principles of topical themes, high quality speakers, convenient timings, good locations and a format that enables genuine peer-to-peer networking and follow up.
In May, 2007 IBM announced an ambitious business initiative to bring about a new era of energy-efficient computing. Called “Project Big Green,” it includes a detailed plan to increase energy efficiency and reduce the environmental impact of data centers. IBM launched new services to help clients double their IT capacity while using the same energy footprint. A typical 25,000 square foot data center can experience a 50% energy savings – representing about a $1.3M annual savings as well as an equivalent to taking 1300 cars off the road. Green computing can pay for itself.
HP Data Center Transformation solutions integrate data center projects and activities designed to simultaneously address data center or business issues AND make progress toward building a next-generation data center. The solution is built across multiple HP business units, including servers, storage, software, services, industry knowledge, and regional delivery capability, to address customer needs for consolidation, automation and virtualization, energy and space efficiency, and business continuity. The solution builds on the concept of a Next Generation Data Center, a "lights-out”, 24X7, virtualized, globalized, energy-efficient, fully automated and remotely managed environment set the data center on a path for the future.
Having great dialogues with our clients to get at the heart of their business challenges has always been our primary objective. Xerox Global Services (XGS) developed and launched a guided selling tool to help make those dialogues more effective. Designed for global use, the XGS Tour is organized around how our clients think, addressing their specific challenges in their specific roles. The XGS Tour is flexible and interactive, using various media to enable content. Our sales force can navigate effortlessly in any direction the client conversation takes them, viewing only the relevant and compelling content tailored for their audience.
Alcatel-Lucent’s User Insight Marketing Initiative was designed to help our customers understand their target markets, shape their service offerings, appeal to key end-user segments, and develop specific go-to-market programs that meet measurable revenue targets. With market research as the foundation for the program, the User Insight Marketing Initiative also includes a unique Worldwide Teen Lab to understand how technology is applied by the youth segment, customer facing marketing consultants that customize go-to-market strategies, and Bell Labs mathematicians/statisticians that convert user insights into customer financial cases.
The Xerox Global Services (XGS) Site Marketing Program takes advantage of untapped resources – XGS employees delivering services on client sites. The program gives centralized access to all marketing tools needed to help increase awareness and utilization of Xerox services and to promote future innovation. With the click of a mouse, Xerox account teams globally have access to customizable marketing resources to help their clients maximize the value of their services investment. From signage to educational forums, these tools help promote the benefits of XGS services, as well as operationalize marketing efforts, ensure consistent brand messaging, and streamline marketing production.
The Premise of the innovative Unisys Unlearn Outsourcing marketing campaign was concept of Unlearn:
This global hyper-targeted and integrated marketing campaign used multiple marketing tactics to deliver Unisys message to the right clients at the right stage of their decision making process, via the most effective channels. |
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