Background
ICL had restructured to market by industry segment
supported by a single central Business Unit for each segment.
Manufacturing
was the largest commercial industry segment and the central Manufacturing
Business Unit was developing new large system manufacturing applications
to exploit its base and increase market share. ICL UK Sales were
reorganised by industry market segment and in support of the
UK Sales Divisions it was decided to set up Industry Centres
that would be responsible for marketing, developing the product
portfolio and interfacing with the corporate Business Unit ensuring
UK market requirements were satisfied.
Brief
• To set up the ICL UK Manufacturing Industry Centre.
• Bring to market the new centrally produced manufacturing application
suite.
• Develop a comprehensive UK product portfolio to address the targeted
Manufacturing segments by acquiring third party products and
develop partnerships with specialist suppliers.
• Establish ICL as a leader in the supply of IT Systems to Manufacturing.
• Increase revenue and profit from the Manufacturing Industry.
• Ensure centrally developed products and marketing campaigns satisfied
ICL UK manufacturing market requirement.
• Act as alternate director on the CAD Centre Board in which ICL
was a major shareholder.
My Approach
• Segment
the Manufacturing market, map ICL’s
customer base and capability to the market segments and perform
SWOT analysis.
• Analyse the product requirements of the major manufacturing segments
and complete gap analysis against the ICL product set.
• From the market and ICL capability analysis targeted the Batch,
Contract and Process manufacturing and CAD/CAM markets.
• Establish marketing teams for the selected segments externally
recruiting the managers for Batch, Contract and Process Manufacturing.
• To gain Board approval to establish Industry Centre out of London
with its own demonstration capability.
• Define the enhancements required to the ICL suite of applications
to better satisfy the requirements of the target segments.
• Develop marketing agreements with third party suppliers to provide
a comprehensive system solution and service portfolio.
• Improve IT systems to improve analysis of business.
• Work closely with both the corporate Manufacturing Business Unit
and the UK sales force.
Achieved
• Positioned
ICL as a major supplier of IT solutions to manufacturing growing
revenue from £56.1 M to 74.5M excluding
ongoing revenue for support and maintenance that added £30M
plus.
• Developed partnerships and agreements with third parties to supply
non-mainframe based manufacturing systems, financial systems,
shop floor data collection and CAD/CAM.
• Established a strong specialist-marketing organisation with clear
target manufacturing market segments respected by both the sales
force and the corporate Business Unit.
• Established IT facilities that enabled our solutions to be demonstrated
and partners to integrate their products with those provided
by ICL.
• Improved reporting and analysis of business performance.
Brian Lewis
Profile
An International Business Change Director experienced in both
FTSE 100 companies and the public sector with core skills in
change management, process re-engineering, information technology
and software development. Impressive record of delivering commitments
and meeting financial targets in a wide range of roles - Business
Turnaround, Channel Development, Business Development, Project
Management - in Europe, USA, Middle East and Australasia.
