Strategizing Alliances

HP/Oracle Alliance: Marketing Strategy and Plan

As leading suppliers of customer relationship management (CRM) software and application infrastructure solutions, Oracle and HP wanted to draw more customers to their joint CRM solutions. Recognizing the need to cut through market hype and clutter, the HP/Oracle alliance looked for a creative and driven marketing consultancy to create a collaborative and effective program. They chose On The Mark.

Working with multiple organizations within both alliance partners, On The Mark conducted customer research and developed a detailed strategy and plan that included:

• Business and marketing objectives
• Marketing strategy
• Marketing program overview
• Sales model
• Competitive landscape
• Marketing communications objectives
• Target audience
• Marketing communications strategy
• Messages
• Marketing communications plan, tactical calendar, and budget

After securing approval, On The Mark led a joint HP/Oracle marketing team to execute the plan. The program was highly praised and deemed a ‘breakthrough’ by both clients.

"On The Mark's depth of marketing expertise ranges from strategy to execution and operations. They have repeatedly delivered high quality marketing programs and we are leveraging several of their best practices throughout our broader organization. They are an invaluable addition to our marketing team."
HP Worldwide Alliance Marketing Manager