Enterprise IT Services Marketing Skill Development Program
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EXECUTIVE SKILL DEVEOPMENT PROGRAM LEVEL I: ENTERPRISE IT SERVICES MARKETING
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Enterprise IT Services Marketing program has been designed with objective to improve the knowledge and skills of technology services marketing personnel. The program is also useful for technical people in the front end client facing role.
Transcript of Enterprise IT Services Marketing Skill Development Program
EXECUTIVE SKILL DEVEOPMENT PROGRAM
LEVEL I: ENTERPRISE IT SERVICES MARKETING
Level I: Enterprise IT Services Marketing
Function Competencies
Marketing
Strategic Research
Business Development
Marketing Communication
Analyst and Advisor Relations
Go-to-Market Strategy
Alliance Management
Sales Support Pre Sales
Proposal Management
Manish Tiwari
Level I: Enterprise IT Services Marketing
With the emergence of alternative forms of computing the traditional model of IT Services is in a
period of transition. As the enterprise IT landscape undergoes transformation with cloud
computing gaining traction, there will be need for trained marketing personnel with skills to
analyse the evolving technology landscape and assess client requirements to keep their IT services
organization ahead of the curve and guide the sales personnel in offering appropriate business
solution to the clients.
To address the evolving functional capabilities requirement of IT Services Marketing and Sales, a
comprehensive training program ‘Enterprise IT Services Marketing’ has been designed to lay
framework for broad capabilities development of marketing and sales personnel.
The Executive Education Program is intended for junior marketing and sales personnel,
technical people interested to switch to business role and MBA freshers. The emphasis of the
program is to impart conceptual knowledge and a build a strong foundation for personal
development to enable contribution for strong organization growth.
Manish Tiwari
Level I: Enterprise IT Services Marketing
The core objectives of the program are
• Improve competitiveness of the Marketing personnel
• Better alignment and cohesion with business units
• Reduce redundancy in the Marketing division and thereby the cost
• Visibility into career progression
The approach is to channelize the efforts in a focussed direction to enable individual development
as an expert in a specific area. The program intends to provide individuals with clear visibility into
marketing and sales career path to enable them to plan for career advancement in their area of
interest.
Alternatively the program also intend to develop strong foundational knowledge to enable the
personnel to evolve as a consultant in an identified service line for specific industry vertical in line
with the organization requirement. Usually people from marketing move into similar profile in a
different company or different department within the company which may not leverage the
acquired knowledge and may also lack continuity that might prevent the individual from realizing
true potential. The benefits to organization are in terms of improved productivity and better
quality deliverables and an experienced talent pipeline.
Manish Tiwari
Level I: Enterprise IT Services Marketing
Module Topics Assignment
Foundation
Marketing Concepts
Overview of Marketing & Sales Marketing Classification
• Presentation on IT Industry, Product & Services Functions
• Presentation on ranking of Indian IT Service s companies.
IT Industry Overview
IT Services Industry Classification
Verticalisation
IT Services Marketing
Introduction to IT Services Marketing • Presentation on
marketing organization structure of top 5 India service providers
Corporate Marketing Team Vertical / Services Marketing
( Roles & Responsibilities)
Services Capabilities Development
Alliances • Presentation on service
provider alliances
M&A in IT Industry • Identify M&A in IT
Services Industry – Indian & Global
Day I
Level I: Enterprise IT Services Marketing
Module Topics Assignment
Fixed Core – Strategic Research
Research Introduction
Research Objectives & Approach
Research Methodologies & Tools
• Prepare a Research guideline identifying key areas
Business Plan
Technology Services Market Assessment
Geographic Market Assessment
• Prepare a business plan for investments in the identified Verticals & Horizontals.
Competitive Assessment
Competitive Intelligence
• Prepare competitive evaluation report of tier I and global service providers
Trend Analysis Technology Trend Analysis Business Trend Analysis
• Prepare report on top technology trends
Day I
Level I: Enterprise IT Services Marketing
Module Topics Assignment
Fixed Core- Offshore
Outsourcing
Offshore Outsourcing
IT Sourcing Models Client Outsourcing Process
• Prepare a report on Offshore Outsourcing highlighting IT functions offshored and top Offshoring destinations
Flexible Elective - Pre Sales
Pre Sales
Sales Process Overview RFI and RFP Value Chain and
Evaluation Mechanism Case Study
• Develop RFI & RFP response framework
Flexible Elective- Business
Development
Business Development
IT Services Demand
Management
Account Management
• Prepare account profile
Day II
Level I: Enterprise IT Services Marketing
Function Module Topics Assignment
Flexible Elective - Analyst
Relationship
Analyst Relationship
Analyst Relations Functional
Capabilities
Analyst Relations Organization
Structure
Technology Research
Organization Overview
IT Outsourcing Advisory
Companies
• Identify IT Industry Events
• Prepare a note on role of Nasscom
Flexible Elective - Marketing
Communications
Marketing Communication
Marketing Communication
Activities
Marketing Communication
Channels
Day II
Level I: Enterprise IT Services Marketing
Function Skills Activities
Communication, Presentation & Interpersonal
Customer Interface Skills
Excellent presentation and interpersonal skills
Ability to communicate individually and in groups
Senior Management Interaction Interaction at Senior Management level
Cross Functional Team Interaction
Demonstrated ability to work closely with cross functional teams, comprising of both technical and non-technical personnel
Ability to balance technical and business issues as well as communicates appropriately with both technical and business experts
Organizational Program Management Strong Project Management &
Organizational Skills
Others Financial Awareness
Entrepreneurial thinking and financial knowledge
Broad understanding of macro economic environment
Day II
Level I: Enterprise IT Services Marketing
Participant Objective
MBA Students Candidates who would be interested to make a career in the Marketing function in the IT industry.
Fresh recruits Candidates recruited for marketing and sales function in the organization
IT Marketing Professionals (1 to 3 years)
Professionals who would like to enhance their knowledge and expand their skill set for a more broad base role and better career prospects.
Technical People
Technical people who would like to improve their knowledge and develop skills for transition to business role. The program will also enable the technical people to improve their knowledge of vendor evaluation mechanism which will help in providing a more effective response to RFI and RFP.
SaaS Providers
The current model of cloud companies is inclined on the inside sales representative approach which will evolve over a period of time as the need for personal contact with client becomes imperative as highlighted in Gartner research. The emerging companies providing IT services through cloud computing will gain useful insights for the marketing of their services as they expand the scope of business and geographical reach.
Who will Benefit?
Manish Tiwari
