The Journey to Market Leadership Bob Baginski SVP

The Journey to Market Leadership Bob Baginski SVP – Global Marketing and Communications Satyam Carnegie Mellon University March 22, 2007

Agenda 1. Services vs. Products 2. Business and Marketing Planning 3. Integrated Marketing Portfolio and ROI 4. Market Development Lifecycle and Stakeholder Branding 5. Marketing Organizations and Marketeers 6. Top Ten Themes 7. Questions and Answers

Service vs. Product Marketing Professional Services Products Market Positioning = Brand Strategy Intellectual Capital Development = Research & Development/Production Marketing Strategy & Execution = Packaging, Promotion and Distribution

Business Assessment: Summary Snapshot Markets Customers Alliances Competitors Company Trends Deals Players $, # $ Issues/Opps. Classification Strategy Vert. , Horiz. , Geo. Demand Technology Business Focus Investment Growth Anecdotal Other Drivers Innovation CVP SWOT Market Influencers Relationship Brand Marketing

Business and Marketing Planning • What is the business? • What is the market, including competitors? • Who are the target companies and executives? • What issues/opportunities/needs confront them? • What strategic and operational responses must they take? • How can we help (offerings, integrated solutions)? _______ • What is our Client Value Proposition? • What is our Strategic Positioning Platform? • Plan and implement a comprehensive Integrated Marketing portfolio.

The Journey to Market Leadership Year • Collateral • Events • Web publishing • Direct marketing Market leader me, too Differentiated Leveraged Marketing Portfolio • Marketing leaders • Brand/positioning • Advertising • Media relations • Client forums • Case studies • Internal comms. • Business leaders • “Own the CXO” • R&D • Breakthrough TL • Tier 1 media • Analyst partnering • Client/opportunity-centric • Innovation and creativity

Global Marketing and Communications integrates nine major programs to achieve market leadership. 1. Market Research/Planning 2. Thought Leadership 3. Media Relations 4. Analyst Relations 5. Advertising 6. Internet 7. Direct Marketing 8. Client Forums 9. Brand

Marketing and Communications is a comprehensive, measurable portfolio. Program Research & Plan’g. Brand Strategy Thought Leadership Advertising Media Relations Analyst Relations Investment Business Value $ Current Status Desired Status Time High Mod Mod High Very High Mod Low Mod Very High Mod Low High (Varies) Mod Very High Low High Mod High Low Mod High Very High Direct Marketing Mod Mod Mod Internet Mod Low Mod High

Marketing and Communications is a comprehensive, measurable portfolio. Investment Program Business Value $ Current Status Desired Status Time Internal Comms. (Varies) High Low Mod Client Forums (Varies) High Account Planning Very High Low Mod Very High Oppty. /Client-Centric High Mod Low Mod High Case Studies Mod Low Low Mod What is the Marketing Business Client Value each program? ROI of the entire portfolio?

Marketing and Communications Outsourcing Can’t Program Management Can/Must Advertising Blend Strategy Research and Planning Media Relations Brand Account Planning Writing/Editing Direct Marketing Analyst Relations Design Client Forums Internal Comms. Fulfillment Thought Leadership Oppt’y. -/Client-Centric Internet Case Studies

Marketing and Communications are pivotal at each stage of the Market Development Lifecycle. Pa rtn er Aw ar e I A S y Bu C Prefer

There are success stories to emulate for each stakeholder. Associate Investor • Employees first • Treat employees well = Treat customers well = Treat shareholders well • Employee-driven branding • 6 th-most valuable brand • Dislodged Motorola (market cap $ 11. 2 Bn. ) with a market cap of $ 71 Bn. Customer • Brand/strategic positioning • Tiger Woods • Invest and execute Society • A caring and responsible brand • Engaging the world on energy needs, uses, and alternatives • Willing to stand up for a cause Beyond Petroleum

Four Critical Success Factors • Content • Proof • Quality • People

Typical Professional Services Organizational Model VBUs HBUs RBUs Corp. Brand Management Customer Intimacy Operations Mgt. Shared Services Media Relations Client Forums Analyst Relations Direct Marketing Thought Leadership Internet Alliances Advertising Research and Planning

Three Marketing Stereotypes Peer/Leader OK/Manager Loser/Support

Top Ten Themes • • • Today, Brand rules. Be a lifetime student; add skills to your CVP. Have thick skin and a healthy ego. Participate in your industry and discipline early. Invest in relationships. Take and accept risks. Politics are everywhere. Nothing beats a great boss. Do great work, and sell the value of that work. Soft skills become more important than hard skills.

Questions and Answers exe_hires@satyam. com bob_baginski@satyam. com