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EMG Business Management System Manual
Doc # epsg1026386
Rev. 112
Page 16 of 35
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5. Marketing
The marketing department has the responsibility to ensure that product designs are based on an
understanding of markets and customer needs and to ensure that the right product reaches our
customer, through the relevant sales channel. Success is measured monthly at the Group level
through orders received. (5.4, 7.1, 5.2, 6.2.2, 7.2.1, 7.2.2, 7.2.3, 7.3, 8.2.1, 8.4, 8.5)
a) Marketing Insight/Scanning (inbound): Monitor market dynamics and identify new opportunities,
technologies, and standards. This also includes determining market size and short/long term growth
rates. (7.2)
b) Customer Requirement Definition (Inbound): Identify key customer requirements and market windows
in targeted market segments. Includes prioritization of these requirements from most to least important.
Meet customer‟s unstated requirements. (7.2.1, 5.2, 8.2.1) EMG Requirements Management web site:
http://www.soco.agilent.com/org/pge/reqman/overview.htm
c) Market and Product Road Map (Inbound/Division): Translate customer requirements into Market
roadmaps and then into multiple product and service roadmaps. The objective of these roadmaps is to
define products and services that meet customer requirements, at the right time, with competitive
differentiation. (7.3)
d) New Product Launch and Execution (Division): Establish new product positioning; launch strategy,
objectives and tactics (pricing, product structure and configuration rules). Set launch criteria. Execute
launch per plan (on time and within budget). (7.2.2)
e) Customer and Sales Channel Support (Division): Provide phone and electronic support to customers,
our sales and service teams. Support content includes technical product and applications insight,
handling of some competitive situations or customer satisfaction issues, and post-sales support of our
customer‟s products. (7.2.3)
f) Outbound Marketing (Outbound): Identify hot customer applications and problems. Set Strategy,
Objectives and tactics that proactively generate awareness, leads, and move customers through the sales
funnel. Vehicles include PR, Advertising, Application notes, technical web and face-to-face seminars,
catalogs, tradeshows, customer visits, special promotions, e-mail notification, etc. Keys to success
include identification of a hot topic, and development of an integrated program tightly linked to the sales
channel. (7.2.3)
g) Field Training (Outbound/Division): Identify and deliver training to EMG and Partner Sales and support
teams on products, application, competitive and service information. (6.2.2)
h) Competitor to Competitor Analysis (Inbound/Division): High level analysis of our key competitors‟
strategies and detailed analysis of their products and services (as they compare to EMG‟s) (5.4).
Marketing Policies: All of the Marketing Policies have been developed for EMG in order to:
Define company or business group wide principles for conducting business with our customers
Establish overall standards of performance and control
Provide a framework for the Business Operations to implement marketing strategy and establish
operational policy.