Sunder MadakshiraSAP

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This PPT was used to present at The NASSCOM Friday 2.0 Session on Friday,

18 February 2011 at the Hotel Royal Orchid, Bangalore.

The session saw an attendance of about 80 CXO and manager level personnel

from IT companies.

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The Branding Imperative

• The Offerings ‘appear’ the same

• The Outliers

• The Lion Cub Story

• “Let’s get Physical”

• Lessons from Non- IT

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The Research

• 6 + 55 = 21

• Focus: Small and medium companies

• Top concerns

Customer understanding

Understanding marketing ROI by CXO’s

Budgets

“Collateral manufacturing machine”

Global alignments

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CONCEPTUAL IDEAS

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Creating A clear & strong value proposition

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Ownership of the Customer Experience

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Demonstrate thy value8

Integrate messages9

Building Relationships10

SALES FORCE BRANDING

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Sales Force is thebest branding tool

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Get a cool sales kittogether

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Demonstrate Your Scale14

Ambush marketing in Events15

Propose, in style16

People known as called SME’s17

INFLUENCER BRANDING

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Build a Strong Thought Leadership Program

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Form a Customer Advisory Board

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Building a radical and strategic PR program

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Speakers’ Bureau22

Academia Program23

AND…

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Create assets and then…

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…exploit it to the hilt

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Spruce it up, Baby27

Demonstrate scale

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Creating & Communicating Centres of Excellence

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Talk Business, not Technology30

Talk Technology, not Business31

Calibrate Expectations From Telemarketing

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Do not give unexpected news33

Impactful Content34

Start early…real early

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What is common betweenBrands and Rome?

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THANK YOU

Sunder.madakshira@sap.com

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