Sales & Marketing Management - October 2007 - (Page 19)

cover story S ince its incorporation in 1939, one of Hewlett-Packard’s hallmarks has been its ability to bring technological innovation to the marketplace. The company has achieved so much success that its initials are recognized across the globe—not only in commercial markets, but in the consumer world as well. But no matter how innovative HP has been with products and services, it would not have reached its iconic status (number 14 on the 2007 Fortune 100) if it hadn’t demonstrated the ability to recreate itself as times change. The company’s increasing emphasis on sales strategy and performance was evident in the hiring of CEO Mark Hurd, with his 25 years of sales and management experience, in 2005. More recently, WHAT YOU CAN LEARN FROM SCOTT > Why you shouldn’t be focusing so much effort and attention on products and services > The exact moment you should reach out to customers who need your help > How to formulate a step-bystep plan to identify the perfect solution for your customers > The technique that uses today’s challenges to position your company for success tomorrow SOLUTIONS THAT MAKE A DIFFERENCE the company has made a huge commitment to innovation around selling and sales leaders in its Enterprise, Public Sector, Small and Medium Business (SMB) and Consumer segments, with P&L ownership in each segment for product, marketing and sales. One of the keys to sales success is enabling customers to communicate their value proposition across multiple channels and media formats, which is a primary focus in the SMB Unit in the Imaging and Printing Americas division, according to Vice President Scott Tuthill. The road they will take to reach that point is Print 2.0. “The Print 2.0 revolution is an approach to expanding HP’s strategic focus from the PC-enabled world of printers to a more open, Internet-enabled one that leverages all forms of personal and professional digital content,” Tuthill says. “It’s an interactive process designed to help businesses communicate their ideas more effectively. Our customers don’t focus on products and services as much as they used to. When they www.salesandmarketingmanagement.com reach out to HP today, they don’t want a product catalog … they want solutions to their problems.” When the University of Illinois grad (who later went on to get his MBA from the University of Michigan) talks about the evolution of HP, he speaks from experience. When Tuthill started his career at HP in 1981, the height of technology consisted of the recently released IBM personal computer, a nine-pin Epson dot matrix printer with a list price of $999, and a 1 GB disk drive that was three times the size of a refrigerator and cost more than $100,000. A CLEARER PICTURE FOR SMB The increased attention to imaging and printing in the corporate world is a relatively new development, dating back to the turn of the millennium. That was when the Gartner Group and other research companies produced landmark studies that took a closer look at the true costs involved with printing, imaging and related processes at the enterprise level. “When those reports referred to printing and OCTOBER 2007 SALES &MARKETING MANAGEMENT BY MIKE MCCUE 19 IN TODAY’S “IMAGE IS EVERYTHING” WORLD, HP FOCUSES ON http://www.salesandmarketingmanagement.com

Table of Contents Feed for the Digital Edition of Sales & Marketing Management - October 2007

Sales & Marketing Management - October 2007 Contents Editor’s Letter Management Strategies Why Prospecting Gets No Respect Sales Strategy: Spotlight your Services Marketing: A Social Intelligence Primer Management: Steer your Team to Success Motivation/Incentives: The No-Pain Way to Gain Training: Looking for Yesterday’s Learning or Tomorrow’s? Technology: Get Trade Show Satisfaction with the Video Massage Focusing on SMB Solutions The Best Sales Force The Hottest Job Industries Overseas Aggravation Gadgets & Gear: Pen and Ink as an Art Form Books that Improve Strategic Thinking, People Skills and Sales One Foot Out the Door Work/Life: Calling in the Fitness Cavalry. Take-Aways: Bite-size Strategies to Help You Sell More, Market Smarter and Manage Better

Sales & Marketing Management - October 2007

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