In this session, Felipe Rubim shares experiences as part of a Drupal Sales Engineering Team. He discusses how Drupal can help optimize a client’s digital marketing strategy, arguments against Drupal that development teams can expect to hear, points development teams can highlight as they promote Drupal to new customers and how to know when the team should cut their losses and move on to another company that will profit from Drupal’s benefits.

1.
Selling
Drupal
to
Large
Enterprises
Felipe
Rubim
DrupalCon
Sydney
–
8/Feb/2013

2. About
me
• Felipe
Rubim
• Chief
Architect
@Ci&T
• Drupal:
4+
yrs
• Digital
MarkeLng
Services
-­‐
Pre-­‐Sales
Engineer
Team
• Contact
details
@frubim
frubim@ciandt.com

3. Agenda
• Cases/Scenarios
• Building
a
strong
Enterprise
Drupal
Sales
Team
-­‐Drupal
strengths
and
weakness
-­‐
Learn
what
CompeLtors
are
doing
-­‐
Pre-­‐Sales
101
powered
by
the
Community

4. The urge for action

5. The urge for action
Who would Drupal rather be,
the mouse or the fox?

6. some
context:
Ci&T

7. 5
cases,
different
industries
‣
2
Global
Fortune
100
PharmaceuLcal
Enterprise
‣
LATAM/EU
CosmeLcs
organizaLon
‣
Global
NutriLonal
Products
Enterprise
‣
JP
branch
of
a
Global
technology
research/media
company

8. What
did
they
have
in
common?

9. What
did
they
have
in
common?
1.
(Highly)
Regulated
markets
2.
Presence
pulverized
across
different
technologies/
plaaorms
3.
LocalizaLon/i18N
4.
Proprietary
Model
-­‐-­‐>
New
to
the
Open
Source
world
5.
(Very)
slow
Lme
to
market
6.
Push
for
cost
reducLon

13. Is
Drupal
on
the
Enterprise
important?

14. Drupal
has
long
being
part
of
the
Global
Enterprise
level…

15. Bahling
for
the
Web
CMS
Enterprise
World
Drupal
Sales
“Other”
Sales
Team Team

16. What
worked
in
the
past
may
not
work
anymore
–
the
fight
could
be
unfair
someLmes

17. Drupal
sales
team
needs
to
build
muscles,
strategies
and
tacLcs
to
take
them
on

22. Understand
Drupal’
strengths
and
weaknesses
at
the
Enterprise
level

23. Understanding
Enterprise
Requirements:
Focus
on
the
next
level

24. Understand
what
is
a
“large
Enterprise”

26. Drupal
in
the
“Enterprise”

27. What
is
involved
Proprietary
Sonware
Several
groups
Model
Mindset involved
Several
systems
Global
Reach
integraLon
points
Fortune
500
Regulated
industry
companies
Dozens
or
hundreds
Push
for
Cost
of
websites reducLon

28. Become
a
specialist
in
CMS
challenges
for
the
Enterprise
Performance IntegraLon
MulLple
Sites
Management
Support
I18n/LocalizaLon HosLng
SDLC
Process,
Agile
Methodologies Security
SSO AnalyLcs

29. Master
what
Drupal
has
to
offer
to
the
Enterprise
world

30. Demonstrate
Drupal’s
tremendous
flexibility

31. Show
Drupal’s
InnovaLon
rate

32. Understand
what
is
on
the
way
to
conLnuously
improve
Drupal
for
Enterprise

33. Improved
Content
Authoring
capabiliLes

34. Content
Staging
IniLaLve

35. ConfiguraLon
Management
IniLaLve

36. Learn
how
compeLtors
are
adapLng
and
preparing
their
ahack

37. Be
aware
of
the
FUDs
sLll
around

38. SECURITY

39. Security
is
a
concern,
as
with
any
other
web
soluLon

40. SUPPORT

41. One
“support
focal
point”
scenario

42. Consumer Sales
Rep Content
Editor
Social
Media
AnalyLcs
Portal Blog
Site Mobile
Site …
Mobile
Apps
Proprietary
CMS–
i18n,
personalizaLon,
content
SSO SaaS/API
services,
A/B
TesLng,
Content,
SEO
Services
Email
MarkeLng
ESB
ESB eLearning
Comp
X Comp
Y Commerce …
Surveys
User/Business
Rules
Database

43. InnovaLon
Fostering
Scenario

44. Consumer Sales
Rep Content
Editor
Social
Media
AnalyLcs
Portal Blog
Site Mobile
Site …
Mobile
Apps
Drupal
–
i18n,
personalizaLon,
content
services,
SSO
A/B
TesLng,
Content,
SEO SaaS
Email
MarkeLng
ESB
ESB eLearning
Comp
X Comp
Y Commerce …
Surveys
User/Business
Rules
Database

45. Consumer Sales
Rep Content
Editor
Social
Media
AnalyLcs
Portal Blog
Site Mobile
Site …
Mobile
Apps
Drupal
–
i18n,
personalizaLon,
content
services,
SSO
A/B
TesLng,
Content,
SEO SaaS
Email
MarkeLng
ESB
ESB eLearning
Comp
X Comp
Y Commerce …
Surveys
User/Business
Rules
Database

46. Rest
assured,
there
is
plenty
of
support
available

47. PERFORMANCE

48. Performance
is
well
under
control,
thanks
for
asking!

49. Key:
use
the
right
add-­‐ons
to
boost
Drupal
performance
such
as:
•APC
•Nginx
•Memcache
•Varnish
•CDN

50. No
influence
on
Roadmap

51. OrganizaLon
should
get
involved
in
the
community

53. hhp://2012.badcamp.net/program/sessions/large-­‐scale-­‐drupal-­‐how-­‐organizaLons-­‐
succeed-­‐open-­‐source
hhp://www.largescaledrupal.com/

54. Drupal
Talent

55. •UniversiLes
•Training
Companies
•(D8)
Symfony

56. Understanding
Web
Experience
Management

58. Components)of)Web)Experience)
Management)
Conversa7onal)
Engagement)
Mul78Channel) Demand)
Management) Genera7on)
Content)
Op7miza7on)

59. Do
your
Pre-­‐Sales
101
and
support
it
with
the
Community

60. Do
your
Pre-­‐Sales
101
and
support
it
with
the
Community

61. CMS
Enterprise
Pre-­‐Sales
101

62. Help
build
a
“requirements
score”
matrix

63. Understand
the
business
gap
IT Marke7ng
•Total
Cost
to
support •Generate
more
revenue
•Applica7on
Management •Create
loyalty
and
brand
awareness
•Decrease
dependency
from
IT •Speed,
speed,
speed
•Cross-­‐brand
leverage •Really
leverage
digital
•Boost
ability
to
innovate •Flexibility,
freedom
to
be
crea7ve
•Responsiveness
to
business
•IT
should
not
restrict
me
demands •IT
must
be
less
expensive
•That’s
impossible
to
implement! •AKer
the
crea7ve
is
done,
why
IT
•Approval
process
and
compliance takes
so
long?!
•Let’s
reuse
assets!

64. Work
with
IT
Research/Advisory
OrganizaLons
to
help
increase
Drupal
success
cases
mindshare

65. Build
the
best
strategy
for
your
Drupal
sales
team

66. Demos:
Not
the
plain
flavor!

67. Demo:
Tailor
Drupal
to
your
customer

68. Demo:
Tailor
Drupal
to
your
customer

69. Team
up
during
Pre-­‐Sales

70. Know
when
to
give
up

71. Drupal
failed
in
requirements
score
matrix

76. Drupal
Enterprise
Sales
Team

77. 65

78. Who would we rather be,
the mouse or the fox?
65

79. Thank
you!
• Felipe
Rubim
• frubim@ciandt.com
• @frubim
Please
provide
feedback
@
DrupalCon
website:
hhp://sydney2013.drupal.org/selling-­‐drupal-­‐large-­‐enterprises