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SARAH KENNEDY ELLIS I @SAYKAY

VP,  Global Marketing - Sabre Hospitality Solutions
Baylor University BSA '04

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‘I.  B2B TECH SALES & MARKETING STATE OF PLAY

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HELP A HOT...
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niétaduicewmcadbethtw: 

CHOOSE TO DO THE HARD THING, 
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.. .QUEST| ONS?
Why I Heart the Enterprise: A Career Love Affair with B2B Marketing
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Why I Heart the Enterprise: A Career Love Affair with B2B Marketing

An inside look at what makes a career in B2B technology marketing so fascinating vs. the B2C marketing world we almost exclusively pay attention to as consumers and even as graduate marketing students, as a recent professor reminded me. That's why this presentation was delivered to two classes of Baylor MBA marketing & strategy students in November 2015 from a Baylor B-school alum - me - who is as obsessed with running a marketing team inside of an enterprise technology company as she is with Baylor Football. #sicem

Why I Heart the Enterprise: A Career Love Affair with B2B Marketing

  1. SARAH KENNEDY ELLIS I @SAYKAY VP, Global Marketing - Sabre Hospitality Solutions Baylor University BSA '04 V3? Baylor MBA — Marketing & Strategy Course November 2015 ’ Ill”! !! Mil HIM" RPRi
  2. in the nextlwult. .. 1. B2B SALES + MARKETING STATE QF PLAY 2. A CAREER IN CONSTANT STATE OF +aIKé(OflwfLqu£Ati0n&é{0whaD€ae0flgth8waé(.
  3. in 2000, I decided I would #SlCEMFOREVER
  4. K V . V”. ’-"' ,7‘ > v‘ -V l . V . _ ", «. “_ "'3 » ‘ VJ. /W‘ _ ‘ 4' ’ :1 ‘'r‘‘ H . " '_L_. P‘*. ‘ . V "I I I n T; 5'1‘ * S "" ‘ "ivy r ‘M--Ai. ..——P —= —— . ‘i ‘- 71 i I ' " “ . a.LATE'Fii'GPi‘rS.3MUGGLED LAPTOPS ONLINE POKER TOURNAMENTS T T T5 " BAD COFFEE +wASTE’D NOTECARDS LEE or-zsprrs IT ALL, I LEARNED 2 SKILLS WHILE GOOFING OFF THAT TURNED OUT TO BE PRICELESS FOR MY CAREER
  5. m_', _“ T ED LAPTOPS ONLINE POKER TOURNAMENTS BAD COFFEE T WASTED NOTECARDS W DESPITE ITALL. I LEARNED 2 ‘KILLS WHILE GOOFING OFF THAT TURNED OUT TO BE PRICELES8 FOR MY CAREER PHOTOSHOP + HTML
  6. I FELL DEEPER IN WI DESIGN + TECHNOLOGY
  7. Uulxing mg fiocdrgecuw in ‘Waco cztfiagfloh ‘I/ Iidvelvsitéi. .. I FELL DEEPER IN WI DESIGN + TECHNOLOGY 1. EASY MARKETING GIG 2. AD AGENCY “DREAM GIG” 3. MBA + CAREER DESTINY
  8. SABRE WAS THE PERFECT PLACE TO BLEND THE paMi:0H. &06Wlé(é(0uth WITH MY PROFESSIONAL PURSUITS. REBUILT + RAN SABRE LABS (INTERNAL R&D + TRENDS RESEARCH LAB) 2012 - 2014 IIIIII '-I I - I ‘ll III‘ -{WI . ' IIII IIIIII non -’
  9. 'j~. _— _. —.——. , whatI'/ &SABRE? 7“ / . -R ‘T
  10. .. .II“I'-Illii. _ wh. atI'&SABRE? (the NOT SABRE APPROVED version) T . ' *-"To . ' _ I I IF SABRE TAKES A DAY OFF. .. THE SKY IS QUIET. .. (WTFI? ) THOUSANDS OF HOTELS = EMPTY MILLIONS OF PEOPLE = STRANDED & JUST GETS WORSE FROM THERE
  11. YEARS 8 JOBS 6 BOSSES 4.5 PROMOS 100,000 TRANSACTIONS / SECOND 9,0000. EMPLOYEES 160 COUNTRIES $SABR Global HDQ: Southlake, TX
  12. ‘I. B2B TECH SALES & MARKETING STATE OF PLAY PART A: UNDERSTANDING B2B TECH & MARKETING EVOLUTION
  13. B28 ___’. WHAT COMPANIES COME TO MIND? . ‘ ' T "~'= ~‘: :-.7 '. ._ _ _ .4-. V _ f7_— I , ._ I . . : - . ;. .-p, -_ . .. ._-. _, - '. - ': :. I " - _ _ . —- r. — - 7.. _‘ 5‘ 3 . ‘ ‘J -‘ ~~'_-: . I " 3 ‘Y I-T, ‘fV_' : -- . -___ — * .1 : _ ---I . ',»z 4 . . »-7:, .> - " . - —-9' -, " _-_‘y V 5.. . 7" , - . x:. ., I . ; - r— I. -' —. r; M». = . = I I~. — . .. - ' ‘~ . --y, -r-. , 1 . , _ _ ‘.7 . ,_. T _ , ., 4- . . '- _ ‘ I‘ '-_- ’ ‘. .- _. t.. ... ._. _.. »- . ._. ' - . ' ‘ ‘ ‘ A - . . . ._ - . _ ,
  14. €28 WHAT COMPANIES COME TO MIND?
  15. €28 ___’. WHAT’S DIFFERENT IN B2B SECTOR vs. B2C? l ‘ . _ _ — -4- P I . ». . - . '<——l . - -. -3 . -:_-. _. - - 1 ~r k ii > '__ - _, - ; ‘ . ;_. '1' -- "I . .'. '. A : ;. ._ r , ‘__ ‘ . ___ _ .1’ * ‘ E -; -_ . _ _ . ,'_, - -— — , .-. ;v V : —- 7‘. - . - ' V‘, ‘ -r- , " “VI ' V . ‘ _ >. .» ' r5 -: ‘_* f. 7'’ a- . . ‘ '; § 7’ u -. - ‘- ’ -_ _. . -T. -,. _'. T‘-~ , ;- ‘ - A _ _ » V V v_ ' __ _V J‘ . ..
  16. WHAT’S DIF . .— _ — -4‘- FERENT IN B2B 1 4, V1: A ‘Es ITIITBT LONGER SALES CYCLES. STRONGER CUSTOMER LOYALTY. HIGHER COST OF ACQUISTTION. HIGHER LVC. SMALLER MARKETING BUDGETS + SCRAPPY DO-IT-ALL TEAMS. HIGH-TOUCH SALES. LOW RISK INVESTMENTS. BIGGEST MYTH ABOUT B2B MKTG & SALES = MUST BE CONSERVATlVE. ..AKA BOR| NG. ..THAT’s A LIE! : . Ii -
  17. Is 2 malzleetelwnuust ecomeawe-' fife RTYTWENLLERS
  18. isi? — - what
  19. fi£uIi‘<E FM! Content marketing is insightful storytelling via the creation, publishing & sharing of content or media in order to acquire and/ or retain customers
  20. REAL WORLD EXAMPLE FROM SABRE HOSPITALITY SOLUTIONS IN 2015
  21. REAL WORLD EXAMPLE: 2015 SHS Content Marketing Objectives I say. /,’: ".. ... ."""' Content Marketing Strategy - SHS Overarchlng Objectives: - optimally position SHS as the leading global provider of hospitalitytechnology solutions - Become influential as a thought-leader& change catalyst acrossthe hospitality industry - Deliver meaningful value to hoteliers through custom content dev, publishing & marketing Primary Goals - Drive incremental demand & sales opportunity volume - Increase brand awareness as well as pipeline development on a global basis
  22. FUTURE OF HOTEL BOOKING: Sabre Hospitality Solutions & PSFK Report Highlight: - 40 page custom report FUTURE OF HOTEL BOOKING Z """"""' ""“""" """""“" A euros to HOTEL RETAILING EXAMPLES ~ Partnered w/ cutting edge ‘ E ‘*1 £ trends research III’fT'l. DUI took risk based on limited E; experience working on T .45’; - projects like this previously -I : .. ... ... ... ... ._. ... ... .. .. _._. _ - Total research investment was just over 20% of 2015 content marketing budget IPICIEOUI _ _ . _.--. ... _.- IMPLICATIONS DISCOVER IN CONTEXT _ 5.». -.-pa-u—«; .-—. ..«u . ... ..--. u-. ~41-»¢Ihfi Results: - 2.500+ reports downloaded - Over 500K impressions generated via mlcroslte + social channels post-launch
  23. SO, WHO IS DOING IT WELL? Genehafl 5€ediu'c ZENG’$ FIRST FLIGHT [:9 Hal -(91:11/r-44 II) E3f. r‘. ':
  24. th£M'2&wherr. b2bmaJrIcetr'ngcaro beconwatluhgofiinbpmed CONNECTING MEANING + PURPOSE WITH THE WORK PEOPLE DO EVERY DAY. [:9 Hal -0) 1:11/1-44 E
  25. 2. B2B TECH SALES & MARKETING STATE OF PLAY PART B: SALES AND OR If/ S, MARKETING
  26. B2B SALES & MARKETING
  27. . J - SOMEWHAT BELIEVES MARKETING EXISTS MOSTLY TO “MAKE THE SLIDES & PDFS LOOK GOOD” - NEEDS MORE SUPPORT + TRAINING FOR SALES TEAM TO SELL MORE + FASTER ° ALWAYS NEEDS "MORE COLLATERAL”. BUT MOST SALESPEOPLE DEFINE COLLATERAL UNIQUELY - HAS RARELY RECEIVED SOLID SUPPORT HISTORICALLY & THUS RIGHTFULLY DISCOUNTS VALUE - HARDEST TEAM TO TEACH “STORYTELLING" - SEE IT AS NICE TO HAVE VS. CRITICAL TO CLOSE
  28. mi ‘MW Cw 7'’ I ' L. . J. .. . .‘ . ‘ - . ‘ I'_. I'_. ;'. '.It'. ’. ° MARKETING TEAM IS OFTEN TOO SLOW TO RESPOND — I NEED THEM TO DO MORE. FASTER. ° DOESN'T KNOW MY CUSTOMER LIKE I KNOW MY CUSTOMER + DOESN'T TRY HARD ENOUGH TO. - NEVER ASKS ME HOW TO PRICE A PRODUCT, BUT ONLY WE KNOW WHAT THEY WILL REALLY PAY - NEVER SPENDS ENOUGH BUDGET ON THE MARKETING ACTIVITIES I THINK ARE MOST IMPORTANT ° CAN'T SEEM TO KEEP UP PROVIDING THE COLLATERAL I NEED TO SELL
  29. ‘f . ,.r W . . . *. ., ,«. -a' ': ‘. .II. _. ‘I
  30. - SALES IS ALWAYS FORCED TO SPEND TOO MUCH TIME ON “ADMIN JUNK” ' THE MORE TIME SALES SPENDS IN SALESFORCE, THE LESS THEY SPEND ACTUALLY SELLING. KEY ISSUE MANY COMPANIES OVERLOOK OR IGNORE. ' USED TO BEING LONE WOLVES + MAINTAIN THAT STATUS BY DEFAULT -WILL GO IT ALONE UNLESS YOU STEP IN & DELIVER TRULY VALUABLE HELP ° WON’TOFTEN ASK, BUT WILL COMPLAIN IF YOU DON'T OFFER. YOUR JOB IS TO OFFER. ° A GREAT SALESPERSON CAN BE 2-3X GREATER WITH A SMALL DOSE OF QUALITY, INCREMENTAL SUPPORT FROM MARKETING & EXECS TO ACCELERATE TIME TO CLOSE.
  31. 3. STATE OF CONSTANT CAREER CHANGE A FEW RANDOM OBSERVATIONS FROM MY CAREER TO-DATE
  32. aflwagsfirst. .. than find your parachute on the way down.
  33. .. W e: a:s: :.m ‘III I7I'I‘III: I I . ... IIWI/ W// /// III/ IIIIIIIIIIIIII Ill IlIIIIIIIIIIIIIII(? .. . I F I‘ ' Z. }i; .:. *"f I WILL ASSUME IF You ARE PURSUING AN MBA, MOST OF E. ..-.5. ‘ You AREN’T HUNTING FOR YOUR ‘ALTRUISTIC CAREER PASSION’ % INSTEAD, You REALIZED YouR PASSION Is To BE SUCCESSFUL = AS THE BEST ENTREPRENEUR oR C-LEVEL EXEC You CAN BE. DON'T SHY AWAY FROM IT. OWN IT. .. AND KILL IT. — , p * ‘r F IIII‘III1.f‘: I A ~
  34. YEARS 8 JOBS 6 BOSSES 4.5 PROMOS < ------------- -- JUST TO REITERATE! MOVING UP IS HARD. PAINFUL. SACRIFICIAL. BUT WHEN YOU FIND A COMPANY THAT RELENTLESSLY CHALLENGES YOU TO DO MORE, TO BE MORE. .. STICK AROUND.
  35. CEO TESTING ISN'T REALLY A THING. (THANKS TO MY MBA PROFESSOR ©) “SHOULD I APPLY FOR YOUR JOB? ".. .“NO, YOU ENTITLED GEN Y MORON, YOU SHOULDN‘T“ EARLY ALLIES ARE LIKE GRADE SCHOOL BEST FRIENDS - PICK THEM SLOWLY + RARELY. NO, YOU AREN'T PARANOID. OVER-ACHIEVER. THEY REALLY DO WANT YOU TO FAIL THE HIGHER YOU CLIMB, THE MORE OF YOUR BARE TUSH EVERYONE BELOW CAN SEE.
  36. 7he market atwags demands a that you’re - . .. . BB : » . , , 7/y:2‘; ',er, and 3:? 2,. K “ Seth Godin IT SOUNDS SO SIMPLE, AND YET IF EVERY COMPANY COULD DO IT, EACH ONE WOULD HAVE A MARKET CAP IN THE BILLIONS.
  37. ‘ ‘I/ wpeop€etht'nleb2b imt/ mg. .. . ANT TO KNOW WHAT’S SEXY? Double-digit revenue growth Multi-billion dollar revenue targets Limitless investor interest in anything B2B tech these days Solving the most Complex business problems in the world
  38. Don ’t waste your brilliance on the easy prob/ ems anyone can solve. .. GO PUT A FRIGGIN’ PLANE IN THE SKY. HELP A HOTEL DOUBLE ITS REVENUE. BUILD TECH THAT POWERS BILLIONS OF TRANSACTIONS.
  39. Whateueitéiowclwotetodoingocuu niétaduicewmcadbethtw: CHOOSE TO DO THE HARD THING, THE THING THAT TRULY MATTERS, & THE THING THAT CREATES A LEGACY WORTH LEAVING.
  40. .. .QUEST| ONS?

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