Becoming a translator for the C-suite

Transcript

2. © 2019 Oracle Product Marketing Summit 11/11/19 Chicago, IL Becoming A Translator For The C-Suite Brian Kracik – Sr. Director Product Marketing
3. Safe Harbor Statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle. 3
4. © 2019 Oracle Areas of Focus When Connecting to the C-Suite The Message The Assets The Outlets
5. © 2019 Oracle Message - Create a Structure to Elevate Message Vision Solutions/Services Products
6. Confidential – Oracle Internal/Restricted/Highly Restricted Functional Diagram
 (Map Products) S.A.F.E. Architecture Enterprise Comms Landing Page Products Tug of War Between Technical and Business 6 Vision Solutions 10-15 slides Inventory:
 Infographic Video,
 eBook, Survey ▪ Solutions for UCC ▪ Solutions for CC ▪ Communications Security ▪ Failsafe SD-WAN 8-12 slide/modules/case study ▪ PPT demo ▪ Recorded of person demoing ▪ Live Demos ▪ Request demo ▪ E-SBC ▪ EBC ▪ ISR ▪ EOM ▪ ETFM ▪ SD-WAN Edge ▪ SD-WAN Aware ▪ SD-WAN Platforms ▪ SDM ▪ OCSS Demo
7. Confidential – © 2019 Oracle Internal Changing The Message To Address The C-Suite? Simple tag lines A tagline that captures solution and key differentiators Creating story telling moments Words that elicit feeling Focus on business value Proof points with KPIs Customer success
8. © 2019 Oracle Example #1 Technical Representation vs. C-Suite Representation
9. Confidential – © 2019 Oracle ORACL E BUSINESS AND PRODUCTIVITY APPLICATIONS UNIFIED
 COMMS APPS CONTACT 
 CENTER APPS UC aaS Public
 Clouds SaaS BRANCHES REMOTE WORKERS REMOTE
 AGENTS Carrier
 Clouds CC aaS CUSTOMER S The decentralization of IT (Clouds, Applications, Users) is driving Oracle’s E-SBC portfolio roadmap E- SBC E- SBC E-SBC E- SBC USERS like applications are becoming more decentralized and mobile making it difficult to maintain consistent and superior quality of experience APPLICATIONS are becoming more mobile as workloads are moved to flexible and efficient infrastructure both on- and off-premise. CLOUDS are expanding the once centralized “edge” of the enterprise network creating greater security, management and control challenges. THE DECENTRALIZATION OF IT 9
10. Enterprise Trends 10 Distributed IT Plug in Workforce Shift to Cloud Headquarters Branch Office Partners Retail Global © 2019 Oracle
11. Increase in 
 global fraud
 call rate PBX Hacking Fraud originating 
 from mobile devices Security 113% $1.9B 43% 
 ~$4M $5600 Average cost of IT downtime per minute 2.3M Communications received by the average 
 employee in 1 month Amount businesses lose/year to network downtime Reliability Use KPI’s To Establish C-Suite Credibility 11 Quality of Experience Annual revenue loss due to CX fail Of work time is lost or wasted due to ineffective communications The year CX will overtake price & product as the brand differentiator 29% 15% 2020 Decreased Revenues, Less Trust, Damaged Brand Reputation © 2019 Oracle
12. © 2019 Oracle Creating Focus Across 4 Primary Solutions UC&C Contact Centers SD-WAN Security
13. Are we still on for dinner? What’s going on later? Yes..Bob wanted to join us Great! What time? Doug Suriano Voicemail from Doug Suriano… Network Not Responding Poor Data / No Video
 Contact ISP No Voice / No Audio
 Contact ISP
14. Confidential – © 2019 Oracle Applications Run Better with Oracle SD-WAN 14 Business Critical Enterprise Applications LATENCY LOSS JITTER Data Center Enterprise Cloud CONGESTION
15. Confidential – © 2019 Oracle MS Teams allows for PSTN connectivity in two ways: 1. Calling Plans: PSTN connectivity provided via Microsoft Cloud 2. Direct Routing: Enterprise or Carrier 
 E-SBC provides connectivity to PSTN Direct Routing has two flavors 1. Enterprise Model (already shown) 2. Carrier (and MSP) Model Oracle E-SBC enables Direct Routing method of PSTN connectivity 15 UC&C Solution to Product Level Enterprise 1 PST N Calling Plans Enterprise 2 Direct Routing Enterprise Model Carrier Enterpris e 3 Enterpris e 4 Direct Routing Carrier Model UC&C
16. Confidential – Oracle Internal/Restricted/Highly Restricted 16 Customer Success
17. Confidential – Oracle Internal/Restricted/Highly Restricted Adjusting the Assets and Outlets
18. Oracle Confidential – Internal 0. Education 1. Definition 2. Research 3. Evaluation 4. Selection Buyer Situation How Can I Better Succeed
 in My Job? What’s Hot/New? Define the Opportunity for New Projects Build Support Internally Have a Defined Need/ Problem Who Can Help? Who is the Best Choice? Narrow Focus Am I Making the Right Choice? Justify the Decision Oracle’s Goals Build Trust and Credibility Loosen the Status Quo - Outcomes Are at Risk Unless You Change Build Interest, Urgency and Consideration Drive Buying Vision Build Preference Prove Unique Value Prop. Prove Economic Value Assets/
 Content to Deliver ▪ Business Best Practices – How to Guides ▪ Market Studies, Trends, Surveys ▪ Infographics ▪ Thought Leadership Videos ▪ Bylined Articles ▪ Analyst Reports ▪ Blogs/Discussion Forums ▪ eBooks on Innovation ▪ Best Practice Webcasts ▪ Videos – “The Future Of” ▪ ROI Focused Use Cases ▪ Value Briefs ▪ Benchmarking Tools ▪ ROI/Capabilities White Papers ▪ Customer Reference Videos/ eBooks ▪ Solution Briefs ▪ Product Strategy Webcasts ▪ Requirements-Solution Mappings ▪ Buyer’s Guides ▪ Product Overviews/ Demos ▪ Datasheets ▪ RFP Tools ▪ Case Studies/Snapshots ▪ Technical White Papers ▪ Solution Focused Events ▪ Solution Webcasts ▪ Trials ▪ Solution Comparisons – Key Advantages ▪ Detailed Features and Capabilities ▪ Deep Dive Demos ▪ 3rd Party Evaluations, Ratings and Awards ▪ Detailed Case Studies ▪ Business/IT Checklists ▪ ROI Tools ▪ References ▪ ROI Case Studies ▪ Project Accelerators ▪ Tools to Sell Decision Internally Why Change?
 Awareness/Education How Change/Why Now?
 Consideration to Preference Why Us?
 Selection to Purchase Aligning Assets to the Buyer’s Journey
19. © 2019 Oracle Adjusting Assets and Demand Generation Outlets Consumable Content • Short videos • Infographics • Topical videos shorts • Bylines Larger news stories • MSFT & ORCL Target business publications – Forbes, WSJ, Economist Social • Social Snippets • Blogs • LinkedIN • Organic
20. Confidential – © 2019 Oracle Internal Example #2
21. © 2019 Oracle 21 Original Content for the C-Suite
22. 22 Consumable Content Through Video Click here to play Click here to play © 2019 Oracle
23. Increased Social Programs 23 Planned and Instantaneous Social
 Snippet Email Creating Buzz 
 on Your Channels Two Oracle Champions
 Marco Mouta
 Oliver Miss
24. Confidential – © 2019 Oracle Internal WSJ Article for Subscription Service Smart Cities Improve Resident Experience, Monetize Digital Services https://partners.wsj.com/oracle/smart-cities-improve-resident-experience-monetize-digital-services/
25. Confidential – © 2019 Oracle Internal Questions? Brian Kracik Thank You