Symantec 2014 Annual Report Download - page 86

Management’s Discussion and Analysis of Financial Condition and Results of Operations and Note 10 of the
Notes to Consolidated Financial Statements in this annual report. For information regarding risks associated with
our international operations, see Item 1A, Risk Factors.
Sales and Go-To-Market Strategy
In fiscal year 2014, we made changes to our GTM strategy, reorganizing our direct sales force into specialist
areas of security and information management focused on selling new business. Concurrently, we created a
dedicated renewals team that is focused on extending customer relationships and renewing our contracts. We also
streamlined our indirect sales strategy to have fewer, more focused partners with specialized partner programs to
enhance sales. We believe these changes provide customers with a high-quality sales and post-sales support
experience, while also enabling us to expand our business.
Our GTM network includes a direct sales force, broad eCommerce capabilities, and indirect sales resources
that support our global partner ecosystem. We also maintain important relationships with a number of Original
Equipment Manufacturers (“OEMs”), Internet Service Providers (“ISPs”), and retail and online stores by which
we market and sell our products.
We also made changes to our GTM marketing structure. We created a new Brand, Digital and Advertising
team, focused on three GTM areas so that we can effectively market our different products and services
distinguished by customer needs. Our three GTM focus areas are as follows: Consumer and Small Business,
Commercial, and Enterprise.
Our Brand, Digital and Advertising team develops marketing activation plans to increase awareness,
engagement, consideration, purchase, retention, and advocacy for our brands. Our Brand efforts include digital
marketing, social media, paid advertising (i.e. search, print, digital), search engine optimization, brand
partnerships, CRM, video and other content production, and other forms of demand generation and retention
marketing. We also invest in cooperative marketing campaigns with distributors, resellers, retailers, OEMs, and
industry partners.
Consumer and Small Business
We sell our consumer products and services to individuals, households and small businesses globally. We
bring these products to market through our eCommerce platform, distributors, direct marketers, Internet-based
resellers, system builders, ISPs, wireless carriers, and retailers worldwide. We also have partnerships with OEMs
globally to distribute our Internet security suites and our online backup offerings.
Commercial
We sell and market our products and related services to small, medium and large enterprise customers
through field sales and inside sales leveraging indirect sales partners around the world who are specifically
trained and certified to sell our solutions. These partners include national solution providers, regional solution
providers, national account resellers, global/federal system integrators and managed service providers. Our
products are also available on our eCommerce platform, as well as through authorized distributors and OEMs
who incorporate our technologies into their products, bundle our products with their offerings, or serve as
authorized resellers of our products.
Enterprise
We sell and market our products and related services to the largest of enterprise organizations, including
government and public sector customers, through our field sales force. This field sales team is responsible for
approximately 2,000 named accounts around the world, leveraging our global partner ecosystem primarily targeting
senior executives and IT department personnel responsible for managing a company’s highest-order IT initiatives.
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