Semiconductor-product-marketing-101

SemiconductorProductMarketing101-1-Editor:[e-mail]arketing11SemiconductorProductMarketing101-2-Editor:[e-mail]1:RolesofsalesandmarketinginthedesignprocessWhatareyouabouttolearninthismodule?
Youwillgetaclearpictureofwhatareadesign-inanditsmaincategories
Youwillseewhattheultimategoalofsales&marketingis
Youwillbeintroducedtobusinesscycle1.1Whatisadesign-in?Firstofall,Design-inisthegeneraltermusedtodescribethesetofdesign,engineering,marketingandsellingactivitieswhichresultinacustomerapprovingustobecomepartofhissystemdesign.Andthen,whatisadesign-win?Design-winhappenswhenwereceivetheactualorderfromthecustomer:itistheresultofasuccessfuldesign-inprocess,andtheconsequenceforuswillbemorebillings1.2Fromdesign-intodesign-winForsales&marketingpeople,adesign-inoftenbeginswithaBOM(BillofMaterial)analysis.Andinthefollowing,youwillbeintroducedtothebusinesscycle.Beforethat,whatarethedefinitionsofBilling,Booking,BacklogandBiBa?Thebacklogissimplyourorderbook,thebookingisthefirmordersenteredintoourorderbook.Billing,insemiconductorindustry,afterthepartsshipped,wesendthecustomeraninvoice.Atthisstagetheorderissaidtobebilled,meaningthatthecustomerowesusthemoney.So,billingisameasureofthemoneyduetovendor.Bibameansbillingplusbacklog,itisaprojectionofthetotalbillingsoveraperiodoftime(generalthefullyear).Itcomprisesthebillingsalreadydone,plustheorderstobedelivered.Let’sstateafundamentalrule:theultimategoalofsales&marketingistogetbillingAfterhavingseentheconceptofdesign-inanddesign-win,let’shavealookatanimportantconcept:businesscycle.Thebusinesscyclecomprises6fundamentalsteps.Thereare:prospecting/selecting,relating,discovering,createthesolution,advocating&closing,support.Thefirststepisrelatedtodesign-inprocessandthelastonecoversthedesign-inintoadesign-win.Inthese6steps,wewillseewhatisaroleofabuyer,asalespersonandamarketeralongwiththebusinesscycle.Asyouwillcertainlynotice,everybodyisinvolvedallalongwiththiscycle,atdifferentlevels.SemiconductorProductMarketing101-3-Editor:[e-mail]1.3Prospecting&selectingBuyer’sside:definitionofsourcingstrategy,marketresearchonpotentialsupplier,pre-selectionSale’sside:marketresearchonpotentialcustomer,competitiveintelligence,selectionoftargetapplicationsandcontactsMarketer’sside:marketresearch,competitiveintelligence,definitionoftargetmarkets/customers,preparationofmarketingplan,newproductproposal1.4RelatingBuyer’side:initialmeetings,getstoknowsupplier,capabilities,trustSale’sside:initialmeetings,gainstrust,buildsrelationship,presentationofyourcompany,itscompetenciesandproductsMarketer’sside:preparespresentationmaterialforhis/herproductlineandtargetedmarkets,gainsthetrustwithcompanyandduringcustomervisits,supportslocalsales&marketing1.5DiscoveringBuyer’sside:discoverssupplier’scompetencies,clarifiesnatureofneeds,agreementonnextstepstoreceiveproposalfromashortlistofsuppliers,sendRFQ(requestforquotation)Sale’sside:detailedunderstandingofcustomer’sneedsandpersonalmotives,expectationsandcompetition.Formalizationandsharingofcustomer’sneedswithinyourcompany.LeadsthedefinitionofthenextsteptoprepareaproposalMarketer’sside:understandingofthenatureoftheneeds1.6Creating/EvaluatingBuyer’sside:updatesspecificationandRFQs,informalprogressmeetingwithsomesuppliers,requestforsamplesSale’sside:conductortodevelopthesolution,coordinateswithvariousproductdivision,keepscommunicationwithcustomertogethisinformalfeedbackMarketer’sside:createtheoffer,orchestratesalltheresourceinvolvedinproductdivision,generatepromotionmaterials,demoboards,competitiveintelligence,providessamples1.7AdvocatingandclosingBuyer’sside:meetswithsupplierforadeepunderstandingoftheirproposal,negotiations,purchasingdecision,order/contractSale’sside:definesandorganizesthepresentationofcompanyproposaltothecustomer,showingbenefitsforthecustomer,inordertowinthebusiness,negotiationifnecessary,andwinsthesale.SupportsthecustomerinhisdecisionphaseMarketer’sside:productqualification,supportssalesinadvocacyphase.SemiconductorProductMarketing101-4-Editor:[e-mail]1.8SupportingBuyer’sside:requirescommercialandtechnicalsupportSale’sside:controlsandfacilitatesimplementationofproject,organizeregularcommunicationactivitieswiththecustomer(suchastechdays,visit,etc)Marketer’sside:closefollow-upofprojects,planningandmarginsSemiconductorProductMarketing101-5-Editor:[e-mail]2:CompanyOrganizationWhatareyouabouttolearninthismodule?
Youwillreviewthematrixorganization,bygroups,regions,businessunitsandproductunits
Youwillseewhatistheroleofsalesandmarketing
Youwillhaveadetailedpictureontheregionalanddivisionalsalesandmarketingjobstructure,jobdescription,objectivesandmappings.2.1MatrixOrganizationAcompanytoplevelorganizationisalwaysamatrixofproductgroupsononeaxis,regionsontheother.CompanymatrixorganizationProductgroupcreatesandmanageproducts,basedoncoretechnology(memory,microcontroller,analog,etc)andsometimesapplications/marketsegments.Theyare“marketing”organized.Regionslookaftercus