Corporate Marketing and BU Marketing Experience
The Product Business Units, GEOs, and Corporate Marketing are all partners in growing the Lenovo business and elevating the brand.
But gaining alignment is extremely difficult. To do this, all three organizations need to understand each other, operationally. They need to understand each others challenges and be ready and willing to find creative solutions.
I've been successful in doing this, thanks to my experience leading the Workstation Industry Marketing team, as well as time spent on the Brand Management team.
Workstations are highly technical, and difficult to sell. HP and Dell have seasoned workstation specific sellers. How can we enable the GEO sales force of generalists to compete against specialists?
We developed a microsite (www.thinkworkstations.com) and mobile app (www.thinkstationapp.com) which provided 3D product tours, as well as configuration guidance.
So instead of having to memorize all of the ISV applications per vertical segment, and the components needed to run those applications. All a sales person has to do....
is learn how to navigate an app/website
The mobile app garnered the Marketing Pioneering Award (Thank you!)
We figured out how to talk about the product...but what about leveraging the brand and Lenovo's value proposition to grow awareness of our workstation business, while also providing GEOs with compelling content. Content that helps their sales people understand how workstations are used, and provides the GEO marketing teams with stories needed to fuel their demand generation campaigns.
And ThinkRevolution was born!
We partnered with 13 Revolutionists, a collection of individuals/organizations truly changing the face of their industries. They also embody Lenovo's value proposition,
Different is Better
By the way, the device shown here was created by Design that Matters. It is called Firefly, it provides the blue light needed to cure jaundice. Previous devises were too heavy to transport to many communities in third world countries, and were complicated to operate.
Firefly solves both those problems.
Designed on ThinkStation workstations, Firefly has treated over 50K infants....pretty cool.