Changing business environment Both threat and opportunity Gone are - - PDF document
The Aerospace & Defense Forum San Diego Chapter June 24, 2014 Eric Basu, CEO Sentek Global ebasu@sentekglobal.com www.sentekglobal.com Changing business environment Both threat and opportunity Gone are the boom days of
2
Changing business environment
Gone are the “boom’ days of defense contracting. Significantly increasing competition for contracts Companies downsizing and closing their doors
3
4
Founded 2001 130 employees, ~$30M in revenues Engineering Services to DoD
Systems, Managed Security Services, Forensics
assessments
Management
Managed Security Services, Forensics
assessments
commercial side – “dark gray”
requirements
changing environment 6
Product offerings Sales force restructuring Marketing Accounting issues Investment Culture Change
7
What the military will buy is not what companies
DoD/Government B2G– custom build for
Commercial B2B – COTS, expect you to invest in
Consumer B2C – Will buy small to medium sized
DoD
>12 months
preferences
key
the pre-sale
B2B
simpler
strong
proposal is generally secondary
existent or greatly compressed
9
SPAWAR mantra – “marketing is walking around
B2B marketing requires being known to a large
B2C marketing requires being known as a brand
10
Need to understand how commercial sales will fit
11
Sentek reinvested its profits into the commercial
This required a determined approach from
12
Resistance to change Fighting against success of DoD only contracting -
Wrong management and talent sets (DIACAP vs
Lack of Project management skills Dealing with perception of threat to existing
Dealing with customers – moving talent from butts in
Understanding the existential requirement for change
13
Commercial practice has grown every year since
Recognized and growing brand name in B2B
Internal management and sales structure refined
Internal understanding of what and why of
14
Eric Basu ebasu@sentekglobal.com 619-543-9550