Siemens Power got here into being with a lofty mission: to assist its energy technology clients transition to a extra sustainable world. In 2020, the corporate was spun off from its mum or dad, Siemens AG, to have better independence in pursuing this mission. However to capitalize on alternative — each now and sooner or later — the 91,000-person firm wanted a transparent advertising technique that delivered on the general enterprise technique.
“With out a advertising technique, with out that North Star, it might be tough to align such a fancy group,” stated Juan Gutierrez, CEO of the worldwide Service Enterprise Unit at Siemens Gamesa, who was the advertising chief on the time. Gutierrez, together with Jens Klingemann, head of promoting technique, and Jason Jermark, vice chairman of service advertising and gross sales, joined us at this yr’s Summit North America as Program of the 12 months winners, sharing their expertise working with Forrester on a long-term advertising technique. Discover our case research describing their expertise right here.
“It was the proper time to kick off these discussions,” Jens recalled. The advertising technique would reply crucial, big-picture questions comparable to: What would the brand new firm seem like? How wouldn’t it meet current income objectives whereas constructing on the spin-off? The place would income come from longer-term?
The technique would additionally present readability and route to staff, a lot of whom felt unsure and anxious about what the spin-off would imply to them. To formulate a advertising technique that aligned to the general enterprise technique, Jens and the advertising management staff labored by way of the Forrester Advertising and marketing Technique Compass mannequin.
A Structured Strategy To Technique Formulation
The Advertising and marketing Technique Compass contains 15 choice areas which might be organized in three ranges. Within the first, CMOs, CSOs, product leaders, and different enterprise leaders decide the place long-term progress will come from and the way progress objectives might be reached. The result of these discussions creates a forward-looking “shared vacation spot” that informs the following stage of selections that advertising must drive. Within the second stage, choices are formulated throughout two “orientations”: an exterior orientation, referring to how the enterprise appears to be like to clients, and an inner orientation, describing how advertising will ship on the strategic targets. Within the third stage, the advertising technique cascades all the way down to the advertising subfunctions (e.g., portfolio, discipline, and demand advertising), whose leaders formulate their very own particular three- to five-year methods.
Jens deliberate workshops with world and cross-functional participation to work by way of the mannequin and to seize a broad swath of worker views. Stakeholders from enterprise technique, product, gross sales, and advertising took half. Whereas most of the core contributors had spent most of their careers at Siemens, Jens additionally introduced in early-in-career, high-potential staff, each to assist them develop and to be able to acquire a contemporary perspective. This variety of expertise, Juan stated, “helped us to check this in numerous methods and ask many key questions that many people who’ve been within the trade for a very long time may simply take without any consideration.”
Forrester supplied the guiding inquiries to work by way of the mannequin ranges. The numerous sticky notes on the partitions as contributors labored by way of the discussions had been proof of the nice power and enthusiasm across the undertaking. The dialogue in these workshops led to readability and alignment of every choice.
“The method [involved] asking questions we might by no means ask ourselves,” stated Jens. “This was giving us a terrific construction and [guidance for] how one can carry it all the way down to the group.”
Persevering By way of The Pandemic
Siemens Power labored by way of the primary two ranges of the Advertising and marketing Technique Compass in early 2020 — then COVID-19 hit. The in-person workshops grew to become distant video periods, however energized by the work that they’d already executed, the staff stayed the course. They continued to additional refine the alignment, priorities, and objectives.
In the meantime, there have been adjustments within the firm management; after a brand new CEO was named in June 2020, the cross-functional staff introduced the work that they’d accomplished to align product, advertising, and gross sales to the general enterprise technique. There have been few adjustments made to the general enterprise technique, and 95% of the work accomplished within the workshops remained related.
Reaching an aligned advertising technique introduced readability at a crucial time and accelerated Siemens Power’s time to market. It additionally gave those that took half a terrific sense of delight.
Somewhat than having a advertising technique dictated from company, the contributors thought, “‘I can affect this; I can form the longer term,’” Jens recalled. “Individuals felt pleased with what they did. Now it’s changing into a part of their DNA to maneuver the technique ahead.”
But the management staff acknowledges that delivering on enterprise targets will take continuous work, notably in a fast-changing market.
“It’s positively not a one-time occasion,” Jason stated of the technique course of. “Having a strong technique is essential, however equally if no more essential is to judge and perceive the place change is required and to have the braveness to do this.”
Learn the entire Siemens Power case research right here.