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Ramco Systems Case Study
Categories:
Business Applications and SOA Platform
About:
Founded in Chennai India, Ramco (BOM: RAMCOIND) is publicly held with revenues around $100M. Ramco is a global provider of software and services that deliver agile business applications. Its platform enables change on demand for business processes in enterprise applications, and its hosted and packaged solutions offer flexible ERP systems for small and medium businesses.
Challenge:
Ramco was looking to increase its market share in the United States. It had been selling mid-market ERP systems for several years, but with the evolution of service oriented architectures (SOA) it saw an opportunity to leverage its powerful application infrastructure as a next-generation business process management platform. The company was looking for a new management team to lead this charge on a global scale, and based on introductions from colleagues in the US, Barbara Saxby was selected to head up marketing.
Assignment:
Barbara served as full-time Chief Marketing Officer and member of the executive management team from June 2006 through November of 2007; Andy Sayare and Richard Treadway supported her on product marketing projects. The goal was to reposition and launch the company globally and expanded marketing operations with a focus on strategic planning, brand development, PR and analyst relations, strategic alliances, lead generation, and sales support.
Process:
As part of the US management team, we evaluated the opportunity for mid-range ERP systems in the US and created a strategic business plan. We determined that enterprise customers were leaning toward more flexible business systems that leveraged SOA architectures. The foundation of Ramco’s ERP applications was built on SOA, and we saw a real opportunity to decouple the platform and explore how to market it as an infrastructure offering. We then embarked on a major re-positioning project that included day-long strategy sessions with Gartner, and conversations with other industry analysts. We determined that Ramco needed to refresh its brand and hired Ogilvy and Mather to overhaul the corporate identity.
Once the new brand was finished, we began a global roll out of the new brand and messaging in the US, Europe, India, and Southeast Asia, including a launch event at the Gartner BPM conference. While creating new sales tools for all regions, it became clear that this global effort demanded more efficient internal business processes to leverage the external agencies and Ramco’s marketing services team in India. We worked with the regional sales and marketing teams to refine Ramco’s marketing processes and drove programs to increase the brand awareness as well as platform and application sales. We also helped with the marketing plan for a new OnDemand ERP product targeted for small to medium businesses.
Outcome:
Ramco was “put back on the map” within the analyst community and received widespread global press coverage for its SOA platform approach and customer wins. The company still faced growth challenges in the US as customers were slower to adopt SOA technologies than anticipated but sales of ERP solutions in India and developing countries remained strong. Ramco is doing well with OnDemand ERP solutions and its vertical industry solutions around the world as a result of their refined marketing processes and related activities. |
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“Barbara was very effective in her role as interim CMO. Her technical expertise and marketing insights helped to rebrand and reposition our company around the need for flexible solutions that manage changing business processes in enterprise applications. She worked well with the sales and marketing teams in multiple geographies and contributed greatly to our operational efficiencies on a global scale.”
— Kamesh Ramamoorthy, Chief Operating Officer, Ramco Systems
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