Marketing Town Hall

Global Marketing Organization

10 / 20 / 2021
Our vision
for Marketing
To create pipeline that moves, make informed
data-centric decisions that are actionable with
a long-term view—to advance customer value

Maximize Modernize
Demand the capabilities
Connecting activities to Shifting the model to activate
increase customer value data more meaningfully

Humanize
the experience
An approach & more
inclusive enterprise
 Global Market

Industry
Account
Prioritization
ABC Methodology
Target
Demand
Generation
Attract Marketing

Interaction

Demand
DemandFunnel
Funnel MQL
Lead Score
Lead
Business
Our
TOP economic
OF FUNNELframework that aligns the BQO Support
Drive new Leads/MQLs that will convert to SAOs ANUM Framework
target market to the amount of effort Joint Qualification Marketing
(time
BOTTOM/ money) in order to drive demand
OF FUNNEL
Help convert high value opportunities into Wins SAO

ACROSS THE FUNNEL P0

low-cost investments to improve pipeline health

P1
MQL –Marketing Qualified Lead Customer
SCO
BQO –BDR Qualified Opportunity Conversion
SAO –Sales Accepted Opportunity P2 Marketing
SCO –Sales Confirmed Opportunity
P3

P4
WIN
P5
MARKETING MOTIONS
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 GLOBAL MARKETING

Marketing Collaboration

Marketing Leads Center of Excellence —Capabilities (+)

Head of Brand Content Design SEO/SEM Website & Paid & Organic Display & Events Analyst Public Internal
Regional Integrated Experience Strategy + Production Strategy Email Social Programmatic Relations Relations Comms
Marketing
Marketing Marketing Design Design Marketing Media
General
Manager Global Automation
Localized Campaign
Campaigns +
Campaigns Mgmt
Program Plan

Design Digital Marketing & Communications

Connecting Business Goals

to Marketing Motions

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 EXECUTION

Campaign Process
Industry specific

PLANNING DESIGN/DEFINITION OPTIMIZE POST CAMPAIGN

ACTIVATION
IML HOM IML OPS
HOM Campaign Complete
Campaign Plan + DMF Internal Kickoff!!! V1 Release
Approved by CDO
LOCALIZATION
RML
V1 Release

New Artifacts: New Behaviors:

• Marketing Program Plan • Consolidated capability teams
• Decision Making Framework (Campaign) • Highly integrated team accountability
• Campaign Brief • Optimizing in real-time against aligned outcomes
• Campaign Case-study • Agile Marketing methodologies

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 INDUSTRY SPECIFIC + CENTER OF EXCELLENCE

Global Marketing Organization

Chief Marketing
Officer

Global Head of
Marketing

Global Industry Head of Marketing Head of Marketing Head of Marketing Head of Marketing Head of Marketing Head of Marketing
Compass Discrete Manufacturing Process & Distribution Healthcare & Services LATAM (Discrete) Edge
Marketing Leads

Business Support Marketing

Regional Marketing
Leader

Events Analyst Relations

Regional Marketing Regional Marketing Regional Marketing Regional Marketing

Regional Marketing Lead, F&B Lead, EMEA - Central Lead, EMEA - South Lead – APAC (1)
Leads Internal Comms Public Relations

Regional Marketing Regional Marketing Regional Marketing Regional Marketing

Lead, Indus.Mtg Lead, EMEA - UKI Lead, Middle East Lead – APAC (2)
Marketing Capabilities
Supporting resources in
Regional Marketing
focus industries at HQ
Lead – EMEA - North

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 CENTER OF EXCELLENCE

Digital Organization
Consolidated capabilities allows focused global campaigns to be delivered from Global HQ by a specialist team, and will leverage strategic Global
Agencies to enable scaling into markets that have unique needs and to enable support during work peaks

Chief Digital Officer

Global Integrated Marketing Integrated Marketing Web Strategy & Shared Capability Leaders
Marketing Operations (each are a direct report to the CDO)
Leads Leader Platform Lead Lead Marketing Analytics
Shared Capabilities have
Globally distributed reports
Integrated Marketing Integrated Marketing ensuring coverage in all
Paid & Organic Media Digital Strategy
Leader - HQ Leader - EMEA regions of the company

Integrated Marketing Integrated Marketing

Leader - HQ Leader - EMEA

Integrated Marketing Integrated Marketing Email Marketing Global Creative Open Strategic Agency RFPS
Global Paid Media
Leader - HQ Leader - EMEA Strategy Agency Launching November 2021
Agency (Journey Development) (Scaling local asset production)

Integrated Marketing
Leader - APAC

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CENTER OF EXCELLENCE

Design Organization
Centralized capabilities to enable experience design cohesion and consistency to the corporate brand along with Industry pillars. Delivered from Global
HQ by a specialist team. When needed, leveraging strategic Global Agencies to enable scaling into markets with the oversight to ensure its on brand—
look and feel, tone and interaction translation.

Head of Design

Content Strategy / Digital Design Design Production

(.com + platforms) Customer Stories
Design (global coverage)
UX / UI Design for Infor’s Design
System, CloudSuite UX, Product
Editorial & Content Supporting Campaigns, Asset Content positioned within R&D
Brand Design
Production UX Insights standards & self-enablement
(identity + styleguide)
tools (templates) UX Engineering: Pattern Library and
components
Aligned to Industry Global Creative
Content Publishing Video Production
with Regional support Agency
(design system) (Scaling local asset production)

Content Strategy & Brand Shared Capabilities have Design production

Design also allocated to R&D Globally distributed reports accounting for marketing
for product positioning and ensuring coverage in all and sales support activities
nomenclature to the market regions of the company throughout the demand funnel
stages
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GLOBAL MARKETING ORGANIZATION

Three Orgs working together

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GLOBAL MARKETING ORGANIZATION

Timeline & Next Steps

Reorganization Activation

• New Roles in HCM before the end of the business day in NYC, and more on the • Leadership announcements, coming soon
way
• Global Campaign Activation, happening now!
• For questions on roles, or if you’re interested in applying – please connect with
your direct manager/supervisor to let them know ahead of your application

• For any HR related questions, connect with your HR Contacts: Amanda Prowell
(Americas) and Jo Dufty (INTL)

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 INDUSTRY SPECIFIC - INTEGRATED CAMPAIGN EXECUTION

Global Campaign Process

Step PLANNING DESIGN / DEFINITION ACTIVATION (English)

IML HOM HOM
Owner Head of Marketing Integrated Marketing Lead Integrated Marketing Lead

Demand
Funnel Attract
Global Market > Industry > Target Target
Stage

Activity •Market scan and insights collection •Seek capabilities leads to inform brief •MRM Program planning (project plan)
(competitive / historical) •Complete Campaign Brief •Asset creation including variants on plan
Prerequisite to •Global Data and Requirements Gathering (where/how = channels/tactics) •Channel setup for delivery (all)
campaign: (all regions) •Content Strategy Hierarchy + Customer •Dashboards + KPI planning (measurement)
•Initiative DMF (KPIs, Funds, Audience, etc.) Journey (region-specific if applicable) •Testing, UX confirmation & QA
•Define the Boiler Plate to the Campaign Brief •Communication Strategy + Cadence
Complete and •Risk + Mitigation planning
(who, what, why) •Timeline + Resource Allocation •Sales, services, BDR enablement kits
aligned Business
Strategy
Approval CMO Approval (Recommendation) Content Strategy Approval (Hierarchy & Journey) IML for Release (Execution Needs)
GM or Designee Approves (Program Plan) Marketing-Ops Approves (Time & Allocation) HOM Plan & Readiness (Enablement Kit)
Regional Marketing Approval (if applicable)

Outcomes Program Plan (Yearly) Campaign Brief Campaign Release

•Sales Targets •DMF Spend & KPI Measures •All assets created
•ABC Account Segmentation •Why, How & What •Measurement protocols
•Forecast # of Campaign, Length, Cost •Activities defined for Marketing Resources •Enablement Kit

Campaign Plan + DMF Internal Kickoff!!! V1 Release

Approved by CDO
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 INDUSTRY SPECIFIC - INTEGRATED CAMPAIGN EXECUTION

Global Campaign Process cont.

Step LOCALIZATION OPTIMIZE POST CAMPAIGN

IML IML OPS
Owner Regional Marketing Lead Marketing Analytics Head of Marketing

Demand
Funnel
Global Market > Industry > Target Interaction > Leads > Joint Qualification Joint Qualification > SAO / P0
Stage

Activity •Localized asset creation (translation) •KPI Measurement & Optimization •Campaign Readout
•Localized channels setup for delivery •Update creative, spend, and messaging as •Postmortem Analysis against KPIs and SAO
•Enable sales, services & BDRs regionally needed goals
(enablement kits) •Identify tactics that aren’t working, pull from •Knowledge Process & Marketing Community
market Sharing
•Reestablish baselines, budgets, and expected •Review with Business & Sales Leadership
outcomes based on channel performance

Approval Head of Marketing (Review to Program Plan) Integrated Marketing Leader Postmortem Campaign Performance (Marketing
GM or Designee Approves (Local Spend) •Update Brief and Assets Analytics)
•Relaunch assets in campaign Postmortem Channel Performance (Capability
Leads)

Outcomes Regional Campaign Release SAOs to meet DMF expectations Knowledge Process & Learnings
•All assets created •Performance based campaign •What worked/didn’t work –by industry
•Measurement protocols •Higher number of SAOs •Improvements/Recommendations for next
•Enablement Kit campaign
Campaign Complete
Localized
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software specialized by industry.

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