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NetApp Case Study
Category:
Storage & Data Management Solutions
About:
Located in Sunnyvale, California, NetApp (NASDAQ: NTAP) is publically traded. With annual revenues approaching $4B, it is a member of the Fortune 1000. NetApp creates innovative storage and data management solutions that accelerate business breakthroughs and deliver outstanding cost efficiency making it one of the fastest-growing storage and data management providers today.
Challenge:
NetApp’s IT department was in the process of upgrading the corporate CRM system and needed to evaluate the company’s marketing processes to define requirements for the enterprise marketing module. Senior management wanted to better align marketing and sales processes to achieve visibility from offer to order and better measure corporate performance. Accelent was introduced to NetApp marketing executives through a system integrator working with the IT department. Based on years of executive operating experience and technical knowledge of business applications, Barbara Saxby was selected to lead this project.
Assignment:
Define the requirements for a new enterprise marketing management system (EMM). Accelent provided a senior strategic marketing consultant to serve as the program director from August through November of 2008.
Process:
To fully understand current business processes, we conducted over 30 one-on-one interviews and held several team workshops. We wanted to find out more about each role, how things were being done, and ascertain the goals and priorities for a new marketing management system. As it was critical to have global buy-in for the project, we also interviewed key marketing and sale executives in Europe and Asia. Each interview was transcribed in order to capture valuable user information and share it internally. We evaluated the current business processes for marketing and sales with a focus on the areas of contact, campaigns, lead generation, and management.
We also evaluated the integration and process flow requirements with existing business intelligence, master data management, channel lead distribution, and financial systems. Accelent worked closely with members of the IT department and application vendors to evaluate both on-premise and hosted solution options for the global marketing team. From this effort, we were able to summarize the system requirements and help make the business case to fund the project. Solution recommendations, with a global strategy and buy-in, were presented to the executive committee.
Outcome:
The EMM project was funded, a vendor was selected, and we transitioned our knowledge and deliverables to the new director assigned to execute the global roll out plan. We built solid relationships at NetApp, and hope to do more work with them in the future. |
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“NetApp hired Barbara Saxby to help us define the strategy for a new marketing management system to align marketing and sales processes and capture metrics to better track performance. She worked easily with executives across the regions to assess the business needs and with IT and CRM vendors to define the process integration with our current systems. She did a great job and we would work with Accelent Consulting again”.
— Tracy Hansen, Senior Director Marketing Systems, NetApp
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