Becoming a translator for the C-suite

Transcript

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2. © 2019 Oracle
   Product Marketing Summit
   11/11/19 Chicago, IL
   Becoming A Translator For The C-Suite
   Brian Kracik – Sr. Director Product Marketing
   

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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
   

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4. © 2019 Oracle
   Areas of Focus When Connecting to the C-Suite
   The Message
   The Assets
   The Outlets
   

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5. © 2019 Oracle
   Message - Create a Structure to Elevate Message
   Vision
   Solutions/Services
   Products
   

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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
   

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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
   

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8. © 2019 Oracle
   Example #1
   Technical Representation
   vs.
   C-Suite Representation
   

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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
   

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10. Enterprise Trends
    10
    Distributed IT Plug in Workforce Shift to Cloud
    Headquarters
    Branch Office
    Partners
    Retail
    Global
    © 2019 Oracle
    

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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
    

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12. © 2019 Oracle
    Creating Focus Across 4 Primary Solutions
    UC&C
    Contact Centers
    SD-WAN Security
    

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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
    

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14. Confidential – © 2019 Oracle
    Applications Run Better with Oracle SD-WAN
    14
    Business Critical
    Enterprise Applications
    LATENCY
    LOSS
    JITTER
    Data Center
    Enterprise Cloud
    CONGESTION
    

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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
    

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16. Confidential – Oracle Internal/Restricted/Highly Restricted
    16
    Customer Success
    

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17. Confidential – Oracle Internal/Restricted/Highly Restricted
    Adjusting the Assets and Outlets
    

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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
    

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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
    

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20. Confidential – © 2019 Oracle Internal
    Example #2
    

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21. © 2019 Oracle
    21
    Original Content for the C-Suite
    

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22. 22
    Consumable Content Through Video
    Click here to play
    Click here to play
    © 2019 Oracle
    

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23. Increased Social Programs
    23
    Planned and Instantaneous
    Social

    Snippet Email
    Creating Buzz 

    on Your Channels
    Two
    Oracle Champions

    Marco Mouta

    Oliver Miss
    

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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/
    

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25. Confidential – © 2019 Oracle Internal
    Questions?
    Brian Kracik
    Thank You
    

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