Unleashing The Power Of Marketing
Company confident in technologies - believe the products could market themselves .
But things were changing. The businesses were maturing.
Some of its best-thought-out new offerings were fast becoming commodities.
Marketing in a Technology Company: GE's Organizational Platform for Innovation
Chief marketing officer & Sr. V.P. GE.
GE’s solution was to focus on growth from within, across all businesses— a shift from the past, in which the top line was grown primarily by acquisition and the bottom line by seeking out efficiencies
. The refocus ushered in a strategy fueled by technology, innovation, global markets, and stronger customer ties.
Beth Comstock
CEO Jeff Immelt issued a mandate that marketing should be a vital operating function across GE
GE marketing framework -3 D : Principles ,People, Process
1.Principles Go-to –Market ( Commercial Essentials)
2. People
Divided into Four Groups
The Instigator To challenge the status quo, look for new ways of doing things.
The Innovator
Innovation with products, services. (solutions on untested ideas)
The Integrator
Building bridges between the company and the market.
The Implementer Executing on ideas.
3. Process Including very specific measures for grading performance.
The Key Parts of a Marketing Engine- GE
GE’s Marketing DNA GE’s culture –
Technological innovation (the historical backbone of GE)
Commercial innovation (Deep consideration for the customer’s needs and wants)
4 Capabilities that constitute GE’s organizational platform for innovation
Capability 1: Create Marketing Innovation Internally
A big feeder of GE’s marketing innovation is the ECLP 2002-The 2Yr Post MBA Program
Experienced Commercial Leadership Program—GE’s first externally focused leadership program. Develops a pipeline of future leaders “The best marketers are the ones who have both the creativity and analytical skills in the right proportion.”
The Key Parts of a Marketing Engine- GE
Capability 2: Integrate Collaboratively Within
But things were changing. The businesses were maturing.
Some of its best-thought-out new offerings were fast becoming commodities.
Marketing in a Technology Company: GE's Organizational Platform for Innovation
Chief marketing officer & Sr. V.P. GE.
GE’s solution was to focus on growth from within, across all businesses— a shift from the past, in which the top line was grown primarily by acquisition and the bottom line by seeking out efficiencies
. The refocus ushered in a strategy fueled by technology, innovation, global markets, and stronger customer ties.
Beth Comstock
CEO Jeff Immelt issued a mandate that marketing should be a vital operating function across GE
GE marketing framework -3 D : Principles ,People, Process
1.Principles Go-to –Market ( Commercial Essentials)
2. People
Divided into Four Groups
The Instigator To challenge the status quo, look for new ways of doing things.
The Innovator
Innovation with products, services. (solutions on untested ideas)
The Integrator
Building bridges between the company and the market.
The Implementer Executing on ideas.
3. Process Including very specific measures for grading performance.
The Key Parts of a Marketing Engine- GE
GE’s Marketing DNA GE’s culture –
Technological innovation (the historical backbone of GE)
Commercial innovation (Deep consideration for the customer’s needs and wants)
4 Capabilities that constitute GE’s organizational platform for innovation
Capability 1: Create Marketing Innovation Internally
A big feeder of GE’s marketing innovation is the ECLP 2002-The 2Yr Post MBA Program
Experienced Commercial Leadership Program—GE’s first externally focused leadership program. Develops a pipeline of future leaders “The best marketers are the ones who have both the creativity and analytical skills in the right proportion.”
The Key Parts of a Marketing Engine- GE
Capability 2: Integrate Collaboratively Within