Informatica Corporation
Company: Informatica Corporation, Redwood City, CA
Company Description: Informatica delivers data integration software to solve a problem most large organizations face: the fragmentation of data across systems. With a 13-year track record of success, Informatica helps companies gain greater business value from their information assets by integrating their enterprise data. Informatica reduces costs, speeds time to results, and scales to handle projects of any size.
Nomination Category: Marketing Awards Categories
Nomination Sub Category: Marketing Executive of the Year
Nomination Title: Chris Boorman, CMO and SVP Education and Enablement
Tell the story about what this nominee achieved since January 1 2010 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
“In terms of innovative marketing and use of social media, Informatica is doing
things I’m not aware of anyone else doing.” – Steven Woods, CEO, Eloqua
As technology companies began throwing off the effects of the global recession
this past year, Informatica emerged from it with a bang. In 2010, the data
integration leader recorded annual revenues of $650.1 million, up 30 percent,
along with record annual GAAP earnings. Over the past 14 months, Informatica’s
stock price has increased 110%. Much of this is attributable to the sea-change
effected by CMO Chris Boorman in how worldwide marketing is performed at
Informatica.
Marketing is changing profoundly as social, mobile and interactive technologies
come to the fore. With this in mind, Chris has instituted innovative programs
coupled with a technical backbone which have successfully bound:
• Marketing with Sales via enablement
• Webs with CRM via infrastructure
• Company with customers via social media
Binding marketing and sales into a cohesive unit has yielded phenomenal results.
In terms of closed business, marketing sourced the highest percentage of
Informatica’s Data Quality Division business during 2010. Companywide, global
Marketing-Sourced License Bookings grew 58% year-over-year, with Q4
marketing-sourced bookings alone accounting for 29% of total company Q4
billings. And while the America’s Marketing-Sourced Pipeline sizably exceeded
plan for 2010 (125%), even greater success was achieved in EMEA (140%) and
Asia/Pacific/Japan (216%), thus contributing strongly to the company’s
increasing geographic growth. Key to this success is the enablement of sales
aligned with execution of campaigns to maximize results from cross-functional
execution.
Chris also championed the close linking of Informatica’s website and CRM system.
The web environment that has been built identifies anyone who interacts with it
and passes the relevant data instantly to the most relevant global sales
resource. Consequently, sales can now start an early conversation and further
progress the interaction started on the Internet. Among other results, sourced
pipeline from the Informatica WEB increased 160% year-on-year..
Understanding that we are in a world where interactions, not transactions, drive
a brand and build customer intimacy, Chris is also pioneering social media
marketing. Accordingly, Informatica now favors web-enabled interactions as
opposed to traditional database marketing to bring customers into the marketing
dialog – “marketing with” and not just “marketing to” them.
One example is a LinkedIn group focused on the subject of “SOA-based data
services”. As no such group existed, Informatica created one, built a steering
committee, introduced an expert journalist/analyst as chairperson, seeded the
discussion with pertinent questions – and let the feathers fly. The
non-promotional global community now boasts over 12,000 members, engaging in
open dialog around a tough technical challenge that Informatica solves. And
while communities drive conversations, Informatica also extensively uses blogs
to communicate with like-minded people and Twitter to interact with and
influence the influencers. To this end, Chris has built a team of internal
advocates expert in key areas to successfully extend Informatica’s
thought-leadership and marketing reach.
Significantly, this success in 2010 has been accomplished with an even
year-over-year worldwide marketing headcount – proving the web, with its
efficiencies and reach, is indeed marketing’s new king.
List hyperlinks to any online work samples, news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
http://www.chiefmarketingofficer.com/CMOoftheyear/
http://www.informatica.com/news_events/press_releases/Pages/02242010_soa_community.aspx
http://www.informatica.com/news_events/press_releases/Pages/11152010_informatica_world_2010.aspx
http://mashable.com/2011/02/25/data-mining-social-marketing/
http://www.btobonline.com/apps/pbcs.dll/article?AID=/20100317/CMO_NEWSLETTER/100319942
http://www.btobonline.com/apps/pbcs.dll/article?AID=/20100217/CMO_NEWSLETTER/100219928
http://www.btobonline.com/apps/pbcs.dll/cce?module=222
http://www.btobonline.com/section/breakfast_21810
Provide a brief (up to 100 words) biography about the nominee:
Responsible for Informatica's global voice to the market including corporate,
partner and field marketing, Boorman also leads technical and sales enablement
together with Global Education Services. A strong proponent of social media, he
leads Informatica's voice into social networks and is a visionary and proponent
of helping customers leverage social networks for their competitive advantage.
He joined Informatica with 20+ years of international marketing leadership
experience at enterprise software category leaders including SDL,
salesforce.com, VERITAS and Oracle. Boorman was a founding board member of the
European Storage Networking Industry Association and a board member of the Fibre
Channel Industry Association.