CRM Marketing

Organisation

2006 Hewlett-Packard Development Company, L.P.

The information contained herein is subject to change without notice

EMEA CRM Marketing Extended Workstream R&R

Fridolin Kreuzer

Management, Engagement & Governance

Andreas Mueller

Customer Intelligence (Data Enhancements) , Marketing CKM, Business

Engagement (PSG)

Maria Steindl

CRM Marketing Systems & Capabilities (New Release coordination CRM Mktg
PMO)

Veronika Dietrich

Response Management, Multi Stage Campaigns Process

Matteo Cassani

Business Engagement (TSG-IPG), CLSM e2e Processes (BMS), Lead Management

Scott Stevens

Customer Intelligence (Data Quality), Customer Data Services Processes

Pip Davis

Comms, Training & Support Lead, P4P Services, CLSM Country Adoption, MADO

Renate Gruenkranz

CRM Marketing Systems & Capabilities (Lead Management)

Rupert Schodl

Customer Intelligence (Data Visibility) , CKM & CI Reporting

Dov Azagury

CRM Website Mgmt, Training & Comms & Admin support

Carolina Panaitescu

CRM Marketing Operations Team Lead, Metrics & Surveys

Marina Deminova

CEE CRM Marketing Champion

Anat Hortig

MEMA CRM Marketing Champion

Sonia Collado

Partner Lead Sharing Processes, Telemarketing Processes

Valentina Grena

CRM Mktg Workstream Reporting Lead

Guido Aschenbrenner

Marketing Reporting Subject Matter Expert

May 6,

CRM Marketing Operations Team

Carolina Panaitescu
Supervisor

Customer Data
Specialist
Catalin Baciu

Customer Data
Serv.
Service Lead:
Razvan Diaconescu
Oana Dodu

Ana Popescu

Iuliana Balasov

Alina Mocanca

Adrian Nutu

Geanina Pavel

Mihaela Georgita

Andreea Greavu

Florin Dobre
Stefan Sucitu
Bianca Bulat

6 May 2015

May 6,

Campaign
Operations
Service Lead:
Alina Giurgi

Response & Lead

Mgt
Service Lead:
Cristina Pintilei
Andreea
Danalache
Alina Stancu
Adriana Mihu
Valentin Ion
Oana Sticea

CLSM Support
Specialist
Dragos Darabut

Country/sub-region CRM Marketing

Country
France
Germany
Iberia

CRM Marketing
Thomas Herve

CEE

CRM Marketing
Liviu Apatean

Raimund Weitzer

Czech
Republic

Frantisek Bocek

Sonia Collado

Hungary

Tunde Takacs

Italy

Valentina Grena

Poland

Cyprian Konador

UK&I

Manesh Sharda

Russia

Marina Deminova

Austria
Belux
Denmark
Finland
Netherlands
Norway
Switzerland
Sweden

Georg Brandstetter
Caroline Mertens
Sarah Richardson (acting*)
Pia Seppala

May 6,

Slovakia
Africa
Greece
Israel

Jozef Hanzel
Mohamed Karim Assif
Fotini Alafogianni
Anat Hortig

Jozua Nahumury

Middle East

Hussam Wali

Marius Murariu (acting*)

South Africa

Shankar Ajodha

Christian Fuhlrott
Anette Skaring (acting*)

* Camilla Nordlund (LOA)

Country

Turkey

Gonca Pala

Marketing
Maturity

May 6,

R&R in campaign processes

Develop
Insight

Planning &
Budgeting

Campaign Setup

Campaign
Execution

Lead
Mgmt

Opportunity
Mgmt

Budget Mgt (MIE)

Briefing
Multistage
Campaigns
Tracking ROI
Response
Management
Customer Contact
Tracking Perf Decision
making => Marketing
Frequency
Metrics
Data Planning

Marketing
Planning

Offer Management

Telemarketing

Reporting &
Analysis

Lead Follow up
Lead Qualification
Lead Allocation

Lead Entry

Maturity

Operational work => Marketing or P4P

MRM Lite
Campaign Setup

May 6,

Data Consolidation
Data Upload
HP Store
Integration
IB Integration

Sales Rep
Notification
CRM Campaign
Setup

Event Tracking

Actionable
Response
Assignment

Infrastructure
List Extraction =>

Response Import
DI Link
CRM SLA
RFG Link
eEvents Link

Assignment
Manager/Lead
Workflow

Marketing Strategy drives R&R

Develop
Insight

Planning &
Budgeting

Campaign Setup

Campaign
Execution

Budget Mgt (MIE)

Briefing
Multistage
Campaigns
Tracking ROI
Customer
Contact
Tracking Perf
Decision
making
=>
Frequency
Metrics
Data Planning

Lead
Mgmt

Response
Management

Opportunity
Mgmt

Marketing COEs

Reporting &
Analysis

Lead Follow up
Lead Qualification
Lead Allocation

Maturity

Marketing
Planning

May 6,

Strategy Driven

Marketing

Offer Management

Telemarketing

Lead Entry

Operational work => conflict

MRM Lite
Campaign Setup

Data Consolidation
Data Upload
HP Store
Integration
IB Integration

Sales Rep
Notification
CRM Campaign
Setup

P4P
Infrastructure
List Extraction =>

Event Tracking

Actionable
Response
Assignment

Response Import
Link
CRMDISLA
RFG Link
eEvents Link

Assignment
Manager/Lead
Workflow

R&R in campaign processes accountability

Maturity

Develop
Insight

Planning &
Budgeting

Campaign Setup

Campaign
Execution

Lead
Mgmt

Opportunity
Mgmt

Reporting &
Analysis

CI

Budget Mgt (MIE)

Briefing
Tracking ROI
Tracking Perf
Metrics
Data Planning

Multistage
Campaigns
Customer Contact
Frequency

Response
Management

Lead Follow up
Lead Qualification
Lead Allocation

Campaig
n Ops

Marketing
Planning

Offer Management

Telemarketing

Lead Entry

Events

MRM Lite
Campaign Setup

Sales Rep
Notification
CRM Campaign
Setup

Event Tracking

Actionable
Response
Assignment

BU
Marketing

Data Consolidation
Data Upload
HP Store
Integration
IB Integration

List Extraction

Response Import
DI Link
RFG Link
eEvents Link

Assignment
Manager/Lead
Workflow

May 6,

Engaging with
Marketing

May 6,

CRM vs Marketing
CRM

Provide infrastructure, data processes

and tools to run sales and marketing
processes
Provide operational teams to load and
extract data and for mass
manipulation of data for the business

Marketing

Define required business processes

Content ownership in conjunction with

sales

Data based decision making

Use the systems HP has invested in by

Provide consultation on data usage,

data structure and privacy

Updating the system directly

Delegating to a CRM trained co-ordinator

Provide expertise in maintaining

systems

Using P4P capacity

Drive consistency and efficiency

Agreed by TSG, PSG and IPG for FY08 in

Marketing Council Sept 2007

P4P offer

Tasks that leverage CRM skills and knowledge outside of SLA

Transitional stage to drive adoption with users (ie short-term) OR
Manual, cost effective operations using standard CRM processes

P4P will utilise additional employees

Negotiated up front as FTE

May 6,

P4P Guidelines

P4P is available for agreed non-SLA tasks

Priority is given for fully funded P4P (ie full headcount)
P4P agreements for local resources need to be agreed by
country Marketing and CRM and should encompass a full FTE
(not task-based)
P4P for other tasks done on a best case basis
Briefing is done via the CRM Marketing P4P Services sharepoint
Charge is $1000 minimum per quarter for P4P tasks per cost
centre*
Cost centre to be provided before task starts
Possibility to waive charge for values <$500 in the quarter or to
bundle with a subsequent quarter (Mgt sign off)

*Costs can be bundled together on one cost centre where the minimum charge of
$1000 is not met

May 6,

RACI for CRM

Marketing

May 6,

EMEA TSG Marketing Mission & local CRM Role

High Level Mission

TSG
Mktg

Planning and execution of marketing campaigns to contribute to lead generation

and funnel.
Campaign design at WW EMEA or Country level
Country BU Mktg Campaign Owners in place
Close collaboration with BU and Sales

Accountability for Campaign Setup in MRM/Siebel CRM

Accountability for CLSM business processes definition and execution, driving
efficiency and consistency
Accountability for Campaign Performance Reports / Measurement definition
Country Mktg Campaign Operations in place to drive CLSM and support BU Mktg

Campaign
Operations
CoE

Planning, Governance, Execution of Customer facing Events (EMEA or sub region

- country) to contribute to Marketing return on investments and increase TCE
Drive Event Execution efficiency via standard tools/processes
Close collaboration with BU and Sales

Event
CoE

Deploy CRM Marketing Infrastructure

BU
Marketing
(ESS, TS,
SW)

Local CRM Mktg Role

Support Data Planning for local Campaigns
according to CI guidelines
2nd level support for BU Mktg on CRM Mktg
Services

consultancy on e2e CLSM functionalities

support local Mktg Campaign Operations in
process standardization & adoption effort
LM re engineering project & global
assignment deployment
Yotta CPR reporting deployment

Deploy SRN or Contact Nomination process

for Event invitation Mgmt
Deploy Event tool , RFG, Response Import
for local Events (attendance, Resp, Leads)

Planning & Execution of Campaign & Initiatives on TSG Growth Solutions (EMEA
or sub region - Country level)
Focus on Growth Accounts & C level/ executives contacts
Close collaboration with BU and Sales (1 to 1 activities with Sales)

Solutions
CoE

Accountability

Customer
Intelligence
CoE

for Customer Intelligence strategy & planning according

to WW guidelines
Drive Installed base data improvement projects
Close collaboration with Partner withCRM, Sales Ops to improve CI
processes and define contact strategy.
Manage

AP PR
CoE

analyst, press and public relations communications to motivate

customers to choose HP.
Manage local corporate PR and MD communications.
Drive Communication consistency and alignment at WW, regional and
country level.

May 6,

coordinate local deployment of data

enrichment / clean up / standardization
projects according to CI guidelines
support adoption of CI guidelines

EMEA TSG Marketing Mission & EMEA CRM Role

High Level Mission

TSG
Mktg

Campaign
Operations
CoE

Planning, Governance, Execution of Customer facing Events (EMEA or

sub region - country) to contribute to Marketing return on investments and
increase TCE
Drive Event Execution efficiency via standard tools/processes
Close collaboration with BU and Sales

Event
CoE

Planning & Execution of Campaign & Initiatives on TSG Growth Solutions

(EMEA or sub region - Country level)
Focus on Growth Accounts & C level/ executives contacts
Close collaboration with BU and Sales (1 to 1 activities with Sales)

Solutions
CoE

Accountability

Customer
Intelligence
CoE

for Customer Intelligence strategy & planning

according to WW guidelines
Drive Installed base data improvement projects
Close collaboration with Partner withCRM, Sales Ops to improve
CI processes and define contact strategy.
Manage

AP PR
CoE

analyst, press and public relations communications to

motivate customers to choose HP.
Manage local corporate PR and MD communications.
Drive Communication consistency and alignment at WW,
regional and country level.

May 6,

Deploy CRM Marketing Infrastructure & Processes

Accountability for Campaign Setup in MRM/Siebel CRM

Accountability for CLSM business processes definition and execution,
driving efficiency and consistency
Accountability for Campaign Performance Reports / Measurement
definition
Country Mktg Campaign Operations in place to drive CLSM and support
BU Mktg

Provide Training, Support & Operational Services

Planning and execution of marketing campaigns to contribute to lead

generation and funnel.
Campaign design at WW EMEA or Country level
Country BU Mktg Campaign Owners in place
Close collaboration with BU and Sales

Business Engagement

BU
Marketing
(ESS, TS,
SW)

EMEA CRM Mktg Role

Support Data Planning for local
Campaigns according to CI guidelines
Installed Base Service

contribute in Mktg Processes design

Own CRM Mktg Processes design
Manage CRM Mktg Ops and P4P
resources
LM re engineering project & global
assignment
Support Yotta CPR Reporting definition

Define & Deploy SRN /Contact Nomination

process for Event invitation Mgmt
Drive deployment Event tool , RFG,
Response Import

Lead Entry & Allocation P4P Service

Contribute in defining CI guidelines

Define & coordinate deployment of

data
enhancement / visibility / quality projects

CRM Marketing RACI

Res
p

Acc

CRM EMEA

CRM Country

CRM
EMEA

Engagement

CRM
Country

Support

marketing CRM adoption &

deployment projects

Engagement

with marketing mgt &

users
Co-ord of country data enhancement
projects
Data planning for campaigns
Campaign operations monitoring
2nd level business support for
marketing
Communication CRM info to mktg end
users
Negotiate & monitor local Mktg CRM
P4P

Data analysis projects

Campaign execution using

CRM
Buchare
st

Support

Siebel

Standard

with EMEA marketing

teams
Co-ord of EMEA data enhancement
projects
Campaign process definition
Deployment CRM processes &
capabilities
Marketing CRM POR & governance
List management SME
CRM Marketing Adoption
2nd level system support (consulting,
testing)
Communications and training content
Management of operational resource
& P4P

P4P

and training delivery (virtual

& online) for Siebel CRM for Marketing
& Marketing Portal & telemarketing
Simple installed base list service

May 6,

Face

to face training for MRM, CRM IS &

Marketing reporting

list management processes

(extraction, loading, privacy, frequency,
liaison with mktg)
Loading response import files
Vendor management for R/I

e:marketing
tools (UK & NL only)
Lead and response allocation (only
where telemarketing does not exist)
Local language training for Marketing
CRM

& complex installed base

service (external to Siebel)
Combining Siebel list with external data
Campaign setup
Sales rep notification process
Manual data entry of responses (and
promotion to leads) and event
registration/attendees/feedback
MRM lite setup (IPG)