Caroline Tsay General Manager and Vice President Hewlett-Packard Company (NYSE:HPQ) has transformed the traditional way of sales to focus on the sales of software online to end users.
Unlike normal marketing managers, Tsay has a sound technical background and banked on her earlier stint at Yahoo! Inc. (NASDAQ:YHOO) to transform the software business of HP.
Tsay is given the responsibility to enhance HP’s $4 billion sales of enterprise software on an annual basis and also overseas sales. Not only that, Tsay is also given the responsibility of product management, engineering, design, operations, sales, and data apart from analytics.
According to Tsay, she first thought of relying on sales reps and product marketers within the software units to meet her goal.
Tsay has learned that traditional marketing and sales focused heavily on complex services and products that were not geared to focus on online end users.
According to Tsay, normal marketers depend heavily on direct face to face relationships as usual in traditional sales. Such marketers could not capitalize on the seed deals that are likely to transform into big sales opportunities later.
HP software business has been heavily relied on prevailing customer base. It has not geared for online sales of software to users in medium and small businesses, start-ups, and large enterprises.
The end users include data scientists, application security engineers, and mobile developers that try software online or may even purchase. They may also play a vital role in purchasing software. Therefore, it is necessary to make a shift in our capabilities to target such audience.
Tsay has taken the strategic decision to establish a new unit at HP to sell software online to technical professionals at the user end.
The software products should be of modern in nature and easy to use. It has necessitated the recruitment of the talent to design products of that stature. So far, Hewlett-Packard Company (NYSE:HPQ) has relied on outsourcing software. It was expensive and also lacks quality due to lack of talent.
She has formed a technical management team that includes technical specialists to interact with qualified leads that were using HP enterprise software trial versions.
Tsay has also sent the all in one contact numbers to learn users experience and later convert them into sales.
The TEM can understand customers, the industry and the competition as well.
She has also ensured coordination between TEM and traditional sales teams. It has helped to boost sales productivity by 40%.
Her efforts have paid rich dividends to see the six-fold increase in garnering new customers every month.