“One of them is the work that we did last year around purpose that really galvanized the company around a single focus around the customer; and it addressed both the customer and internal [communications]. Building off that has been a push toward solutions marketing, where the value of the portfolio is not the individual product itself but how does the ultimate solution address customer problems. The third piece is working closer with sales on opportunity management, which allows us to make the whole revenue-generation process more seamless with sales.”
“Without doubt it's shortening the sales cycle. That's the focus of what marketing does at Molex. This involves getting product information in the customers' hands before they've made a selection. I sold for Molex in Iowa and Nebraska back in the day when all you had was a catalog and a lot of the product information came from sales engineers. Now customers can go to the Web and to your competitors' sites to research products before they even call a salesperson. It's marketing's job to present information on the product well before the customer is making that decision.”
“I'd have to say marketing's biggest contribution to overall growth has been the corporate brand campaign and what it's done to increase awareness and consideration for Siemens. All of our business units have seen significant increases in consideration, which they attribute to the brand campaign.”