SiriusDecisions - Citrix Case Study

The Blueprint for Building Your Global Demand Center

Stefan NandzikSr Mgr, Field Alignment

Citrix Systems, Inc.

© 2014 Citrix. Confidential.2

About Citrix

• Founded in 1989• Revenue in 2013 of $2.9 billion• Over 5,000 employees worldwide• About 330,000 customers• 98% of Fortune 500

© 2014 Citrix. Confidential.3

My Journey…

• Developed Marketing Systems for Citrix Germany as a Vendor

• Joined Citrix EMEA Marketing Team in 2007• Joined “Global Marketing Operations” in 2011• Managing the “Field Alignment” team since 2012• Built & Managed the Demand Center since 2013

© 2014 Citrix. Confidential.4

“” 2012 Field Alignment Charter & Mission

“Design and enable the worldwide demand marketing processes and organization to achieve

operating efficiency and scale.”

© 2014 Citrix. Confidential.5

The Beginning of the Journey 2012…

Corporate Marketing

Product Marketing WW Demand Gen

Field Sales

Americas Marketing EMEA Marketing

CEO

RunMarketing

Campaigns(System/Process/Resources)

RunMarketing

Campaigns(System/Process/Resources)

RunMarketing

Campaigns(System/Process/Resources)

RunMarketing

Campaigns(System/Process/Resources)

© 2014 Citrix. Confidential.6

Field Marketing

EMEA

Field MktgEmployee

Japan

Americas

APAC

Field MktgEmployee

Field MktgEmployee

Field MktgEmployee

Field MktgEmployee

Field MktgEmployee

Internal Service

Provider 1

eMarketing

External Service

Provider 1

External Service

Provider 2

External Service

Provider 3

External Service

Provider 4

Global Marketing Operations

WebMktgOpps

MktgData/Platform

Opps

First Stop: The Land of Services…

© 2014 Citrix. Confidential.7

Field MktgEmployee

Field MktgEmployee

Field MktgEmployee

Field MktgEmployee

Field MktgEmployee

Field MktgEmployee

Internal Service

Provider 1

eMarketing

External Service

Provider 1

External Service

Provider 2

External Service

Provider 3

External Service

Provider 4

Global Marketing Operations

WebMktgOpps

MktgData/Platform

Opps

First Stop: The Land of Services & Governance

Field Marketing

EMEA

Japan

Americas

APAC

© 2014 Citrix. Confidential.8

Looking for the Map to the Enterprise Service Model

Service Strategy?

Global ServiceOfferings

No Global Services

© 2014 Citrix. Confidential.9

Asking Experts for Directions…

Corporate Marketing

Product Marketing WW Demand Gen

Field Sales

Americas Marketing EMEA Marketing

CEO

RunMarketing

Campaigns(System/Process/Resources)

RunMarketing

Campaigns(System/Process/Resources)

RunMarketing

Campaigns(System/Process/Resources)

RunMarketing

Campaigns(System/Process/Resources)

© 2014 Citrix. Confidential.10

The Discovery of the “Demand Center”

Corporate Marketing

Product Marketing WW Demand Gen

Field Sales

Americas Marketing EMEA Marketing

CEO

Run or InfluenceAll MarketingCampaigns

(System/Process/Resources)

(Demand) Center of Excellence

Building the Business Case

© 2014 Citrix. Confidential.12

Actually, Three Cases…

Chief Financial Officer Chief Marketing Officer Senior Vice PresidentSales and Services

© 2014 Citrix. Confidential.13

Assessment of the Existing Models, Costs & ReturnsCFO Business Case

Internal Team Internal & Automation External Agency

+ Cost- Scalability

+ Cost- High Skillset Required

+ Scalability- Cost

Cost per Campaign: “$1”Return: “$18”

Cost per Campaign: “$0.5”Return: “$20”

Cost per Campaign: “$1.5”Return: “$19”

Numbers are shown normalized with the cost per campaign of the “Internal Team” as baseline $1

© 2014 Citrix. Confidential.14

Breakdown of Cost per Campaign & ImprovementsCFO Business Case

Marketing Automation

Online Col-laboration

Duplication

Remaining Campaign

Cost

CFO Business Case Summary

• Increase ROI per Campaign• Commit to at least double existing ROI• Combine with Marketing Automation Rollout• Combine with Online Collaboration Rollout

• Pssst: Build in some “slack” ROI gains…

© 2014 Citrix. Confidential.15

Define Service Level Agreements (Example: Email Blast Service)CMO Business Case

Components

Targeting / Segmentation

Email Validation Service

Production based on Templates

A/B Test Setup

Deliverability Management

Lead Capture Forms

Frequency Management

Capacity Planning

15-20 Email Blasts per Week

Defined due dates for requests

Defined due dates for assets

Monitoring

Open Rates > x %

Click Rates > x %

Registration Rate > x %

Lead Capture Rate > x %

Social Sharing > x %

Unsubscribe < x %

# of Engaged Contacts

© 2014 Citrix. Confidential.16

Create a Company-Wide Service Catalog with SLACMO Business Case

WWIM AMER EMEA Services Mktg

Email Blast X X X X

Lead Form X X X X

Nurture X X

Webinar Q3 X X Q4

Seminar Q4

…

…

© 2014 Citrix. Confidential.17

Enable Accelerated Execution of Marketing StrategyCMO Business Case

New: Auto Nurturing

New: 3rd Party List Support

New: Next?

Services for ‘Status Quo’

Needs

CMO Business Case Summary

• Define & Standardize SLAs per BU• Rollout Service based on ‘Status Quo’• Leverage efficiency gains to add new services• Add Services based on Marketing Strategy

(Nurturing? Content? Social? Personalization?)

© 2014 Citrix. Confidential.18

Enable Governance & Sustainable DemandSales Business Case

Sales Business Case Summary

• Central Monitoring = Governance- Corporate Design & Messaging- Campaign ROI Analysis- Demand Gen Follow-Up

• Shared Services allow Load Balancing- GEOs / Regions / Corporate / Other BU- Shared costs typically removed from field budgets

Choosing the Organization Model

© 2014 Citrix. Confidential.20

Organization Models for the Global Demand Center

Internal Team Hybrid Staff Model External Agency

+ Cost- Scalability

Neutral: Cost+ Scalability

+ Scalability- Cost

+ Governance+ Internal ‘Standing’+ Retain Expertise

+ Governance+ Internal ‘Standing’+ Retain Expertise+ External Knowhow

+ External Knowhow- Governance- Internal Standing

© 2014 Citrix. Confidential.21

The Hybrid Staff Model

Demand Center

Projects Segmentation Services

2 x Producers

2 x Campaign Managers

Internal Team(= Headcount)

Scalable Team(= Budget)

© 2014 Citrix. Confidential.22

New Service RolloutUse Case for the Hybrid Staff Model

Citrix

Develop blueprint for process & SLA

Collaborate on developing training material

Update knowledge base / Job aids

DemandGen

Collaborate on developing training material

Leverage updated knowledge base / Job aids

© 2014 Citrix. Confidential.23

Scaling UpUse Case for the Hybrid Staff Model

Citrix

Budget additional resources

Setup access for new employees

DemandGen

Recruit new candidates

Onboard / Train new employees

© 2014 Citrix. Confidential.24

Team Member LeavingUse Case for the Hybrid Staff Model

Citrix

Setup access for new employee

DemandGen

Recruit backfill candidate

Onboard / Train new employee

Compensate during potential downtime

Leveraging Technology & Tools

© 2014 Citrix. Confidential.26

Online Collaboration

© 2014 Citrix. Confidential.27

Online Collaboration

© 2014 Citrix. Confidential.28

Campaign Lifecycle: Extended Focus of the Demand Center

Planning Scheduling Reporting AnalysisExecution

© 2014 Citrix. Confidential.29

Campaign Lifecycle: Extended Focus of the Demand Center

Planning Scheduling Execution Reporting Analysis

© 2014 Citrix. Confidential.30

Key Takeaways

• Step 1 – Decide “Service Governance versus Full Execution Model”• Step 2 – Develop the “3 Business Cases”• Step 3 – Consider Demand Center as “Business” inside the company• Step 4 – Build the initial “Services Catalog” and align with internal clients• Step 5 – Assess “Internal, External or Hybrid Staff Model”

• Finally: Measure the Value / Impact, not the Activity Metrics!

© 2014 Citrix. Confidential.31

WORK BETTER. LIVE BETTER.