1. Marketing Excellence: Developing Strategic Marketing Skills With Advanced Marketing SimulationsYou can listen to todays webinar using your computers speakers or you may dial into the teleconference.If you would like to join the teleconference,please dial 1.408.600.3600 and enter access code 499 658 737 #.You will be on hold until the seminar begins.#CLOwebinar

2. Marketing Excellence: Developing Strategic MarketingSkills With Advanced Marketing SimulationsSpeakers:Philippe Latapie Partner, Managing Director StratX International Brennan Dell Director, Marketing Talent and Capabilities Dell Sebastien Lamiaux Director StratX InternationalModerator: Mike Prokopeak Vice President, Editorial Director Chief Learning Officer magazine #CLOwebinar 3. Tools You Can Use Q&A Click on the Q&A panel (?) in the bottom right corner Type in your question in the space provided Click on Send. #CLOwebinar 4. Tools You Can Use Polling The poll will appear on theright side of your screen Select the best option foreach question Click on Submit#CLOwebinar 5. Frequently Asked QuestionsWill I receive a copy of the webinar recording? YES Will I receive a copy of the slides? YESPlease allow up to 2 business days to receive these materials #CLOwebinar 6. Marketing Excellence: Developing Strategic MarketingSkills With Advanced Marketing SimulationsMike ProkopeakVice President, Editorial DirectorChief Learning Officer magazine #CLOwebinar 7. Marketing Excellence: Developing Strategic MarketingSkills With Advanced Marketing Simulations Philippe Latapie Partner, Managing Director StratX International Brennan Dell Director, Marketing Talent and Capabilities Dell Sebastien Lamiaux Director StratX International#CLOwebinar 8. Marketing Excellence: Developing Strategic Marketing Skillswith Advanced Business SimulationsEngaging Business SimulationsAction Learning that Drives Growth 9. About StratX Our clients 40 Fortune 500 companies have hired StratX. 25 of the top 30 business schools in the world use STRATEGIC StratX simulations. THINKING60+ countries around the world run StratXBUSINESS ACUMEN programs. Winning Behaviors that Drive Profitable Growth COMMERCIALINNOVATION & MARKETINGEXCELLENCE EXCELLENCECUSTOMER CENTRICITYOur MissionEnable leaders to drive profitable growth8 10. Simulations Developed with Thought Leaders F. SimonColumbia UniversityProfessorBiobrand Launcher Simulation focused on newmarketing models inbiopharmaceuticalsJC LarrecheC. Kim and R. Founder of StratXMauborgne and INSEAD ProfessorINSEAD Professors Marktsrat simulationBlue Ocean Strategy and many others focusedsimulation on customer centric focused on customerstrategies value innovation 9 11. Table of ContentsWhy Marketing Excellence?Dell example: how one leading companyis using a simulation-based approach todevelop its marketing know-how globallyMarketing simulations: what to expect andwhere to beginQ&A 12. Poll 1: Triggers of Marketing ExcellenceCan you relate to the following challenges?Take the marketing function to the next levelDifferentiate in a maturing and competitive marketDevelop and retain marketing talent in global marketsHelp drive organic growthMaximize impact of upcoming launchesStimulate and orient innovation11 13. Trends Affecting Marketing Excellence InitiativesMarketing Excellence Initiatives seem more common now than 5 years agoThe power of the customer is growingMarkets are maturing and becoming more competitiveAcquisitions and cost reductions are no longer sufficientMarketings role and impact on growth is increasingCMOs are in place in more organizationsCustomer insights can be the source of productive innovation, customerengagement and retention 12 14. Two Levels of Marketing Excellence 2. Marketing as Leadership To gain superior customerExternalunderstanding, capturecustomer insights, create leadership new markets, serve newcustomer segments Internal To motivate and enable therest of the organization to leadership adapt and contribute1. Marketing as a ProfessionMarketing excellence must develop marketingas a profession withinthe company13 15. Four Roles to Transform Marketing into a Strategic FunctionSource: Unleashing the Power of Marketing, HBR Review 14 16. StratX Approach15 17. Table of ContentsWhy Marketing Excellence?Dell example: how one leading companyis using a simulation-based approach todevelop its marketing know-how globallyMarketing simulations: what to expect andwhere to beginQ&A 18. About DellOur PurposeDelivering technology solutions that enablepeople everywhere to grow and thrive We are a leading technology solutions provider for individual consumers through large enterprises in public and private markets 100,000+ employees across 40 countries with sales in 180 countries worldwide Over 4000+ marketers worldwide in a cross-matrixed organization serving numerous customer segments and marketplaces 17 19. The Situation in 2009 Difficult global economy Company branding and purposetransformation Focus on people strategy 18 20. Marketing GapsInitial State Desired State Little consistency in approach Ability to reach consensus Too tactical without factoring in Alignment to create effective strategystrategy Simple, repeatable, scalable Analysis paralysistemplates and tools Over indexing on options Evaluation of options & alternatives 19 21. The Approach Background and objectives Target population of 1500 senior staffmarketers with goal to deploy to 35% peryear Program started early 2010 and has beenheld more than 30 times in NorthAmerica, Europe, Asia and South America Course Overview The program includes a 3-day liveworkshop format featuring: The use of a strategic simulation developed by StratX Conceptual sessions and frameworks, including processes Application toward real-world Dell business issues Corporate Responsibility Social Media Marketing Talent & Capabilities Virtual version of the program Continuous innovation of content and tools20 22. ImpactThis course gives a great first hand on experience on how to run a corporation.Essential for every function in Dell, to relate to their contribution to theorganization. Best simulation Ive had since business school.Great simulation based program. Refreshes need of collaboration andstimulates strategic thinking. This is a must take course in the Dell training portfolio 21 21 23. Results More strategic mindset among marketers Strengthening of peer network Ability to leverage wisdom of crowd22 24. Table of ContentsWhy Marketing Excellence?Dell example: how one leading companyis using a simulation-based approach todevelop its marketing know-how globallyMarketing simulations: what to expectand where to beginQ&A 25. Key Success Factors of a Marketing Excellence Initiative Top management support Strategic Perspective Top notch execution Constant monitoring and alignment Honing skills, shaping mindsets, inspiring behaviors24 26. Poll 2: Experience with SimulationsHave you ever used a computer based simulation before?YesNoIf so, in which type of environment?CorporateUniversity / Graduate School / MBAOther 25 27. Why a Simulation?LearningRESULTS ImpactExperienceACTIONExperience-basedBELIEFCase StudiesGroup ExercisesUNDERSTANDINGDiscussions Sharpen skills Apply tools/ Lecturesconcepts KNOWLEDGE Test strategies Reading Traditional Build teams Level of Involvement26 28. 27 29. The Simulation ProcessStrategyResultsCompany,Competitor &MarketAnalysisInformationGroupDiscussionIntegration of skills,perspectives andcreative ideas Strategy Immediate FeedbackGeneration from SimulationTeams in indirectcompetitionEvaluationIntensive teamworkPractice strategicanalysis and Decisiondecision makingMakingskills 28 30. Simulation Participants are Challenged to Formulate& Implement Customer-Focused Growth StrategiesCustomer GroupsPlan StrategyBalance External & Internal Perspectives Resource Allocation Implement and MonitorCompanyCompetitors 29 31. So How Do You Begin?Define vision and objectives through a diagnosticAudit existing programs, resourcesIdentify target audience, budgetStart incrementallyEncourage emerging practices and celebrate earlysuccesses30 32. Key MessagesMarketing Excellence is more than just discretemarketing training programsMarketing Excellence is about marketing leadershipthat will Drive a customer-centric mindset throughout the organization Uncover new offerings and new market opportunities Be a key contributor to the growth of the companySkills, mindsets and behaviorsSimulation can be valuable tool to jumpstart, reinforce oraccelerate 31 33. Table of ContentsWhy Marketing Excellence?Dell example: how one leading companyis using a simulation-based approach todevelop its marketing know-how globallyMarketing simulations: what to expect andwhere to beginQ&A 34. Poll 3: Next StepsI would like to:Receive a complimentary copy of Building MarketingExcellence article by StratXReceive a complimentary copy of the summary ofThe Momentum Effect by Jean-Claude LarrecheRequest a follow-up from StratX 33 35. Q&Awww.stratx.comBrennan_Dell@Dell.comPhilippe.Latapie@stratx.comSebastien.Lamiaux@stratx.com34 36. Join Our Next CLO WebinarDriving Your Organizations Culture by Building LearningRelationships for Mutual Benefit Thursday, March 22, 2012 CLO Webinars start at 2 p.m. Eastern / 11 a.m. PacificRegister at www.clomedia.com/eventsJoin the CLO Network: http://network.clomedia.com/#CLOwebinar