COURSERA – University of Virginia , Darden School of Business - Design Thinking Assignment     Dharmendra Asiri     Washington , DC / March 8 , 2019     email djones@gmail.com   linkedIn https://www.linkedin.com/in/mmartinez       Challenge     Develop short marketing campaigns towards specific verticals with greater potential in terms of   demand generation by engaging different personas in those companies related to their   cybersecurity challenges .     Selection     After several internal discussions with our marketing team , we defined the scope , marketing   disciplines that we would establish actions and the campaign boundaries in terms of coverage ,   deadlines , and a first view about the personas profiling .     Once we finished the first draft internally with the team , we used the visualization tool to engage   the sales team to illustrate our initial ideas , not bringing solutions , but showing our challenges in   terms of execution , but also all alternatives in terms of marketing activities in a simple a visual   way for all involved on this new campaign format . That helped to organize the interrelationships   between the various activities , the motion of the new campaign format mixing all different   marketing tactics , the timeframe that we were expecting to build to compose and how we might   be allocating our resources in marketing , but also in sales to be more effective and achieve the   objectives defined by the leadership team .     Application     In order to establish a sense of agreement on this new approach , cadence , shared   responsibilities , and also all - around important milestones that would be key to prove the   effectiveness of the new process and worthiness of the ideas proposed here .     The use of the visualization was fundamental to have a better group interaction , especially to   define a new motion required for marketing and sales teams in terms of execution , where we   were looking to also reestablish a more productive engagement in engaging and executing   vertical campaigns . 

 Once we defined a visual " prototype " of what the campaign 's motion would look like , we   proceeded to detail each activity that was to be carried out over 45 days . Those campaigns were   named “ Sales Plays ” where , we considered 15 days for design and produce of all marketing   materials used to engage key accounts within each vertical defined as focus , and also have a   deeper understanding about the available data related to these accounts to help us to generate   insights to change the way that we were engaging in the past , identifying with this new approach   new message patterns that we would like to bring to these potential new customers ( here we   use storytelling as a tool to customize our message for each person ) .     The next 30 days we used to execute the various activities established through the visualization   exercise and at each iteration , we were analyzing all outcomes in real time to ensure that the   new motion met , first the scope and secondly and most importantly , that we would be able to   make all adjustments in time to ensure that the objectives established in terms of pipeline   generation were achieved during that short period of time .     Insight     During the visualization application process , it became clear that the motion initially described   only through words in several discussions had not been clear . Visually engaging in a collaborative   way the new motion was instrumental in breaking the doubts , but more importantly establishing   a sense of agreement that these shorter campaigns require since demands a real and synergistic   approach between sales and marketing to be more effective ( to guarantee a better and qualified   pipeline ) and less costly ( since the elements of the campaign were jointly produced by all the   team ) .     Approach     I would extend discussions to external stakeholders to our organization , engaging channel   partners and end users ( customers in our installed base on those verticals ) to go deeper in terms   of engagement , ensuring an even better understanding of the personas requirements related to   cybersecurity , producing with this a mind mapping process and naturally guaranteeing with this   a better execution ( learning launching ) .       = = = Dharmendra Asiri = = = 


EMAIL: djones@gmail.com
ID_NUM: 
NAME_STUDENT: Dharmendra Asiri, Dharmendra Asiri
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: https://www.linkedin.com/in/mmartinez
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: COURSERA – University of Virginia , Darden School of Business - Design Thinking Assignment     Dharmendra Asiri     Washington , DC / March 8 , 2019     email djones@gmail.com   linkedIn https://www.linkedin.com/in/mmartinez       Challenge     Develop short marketing campaigns towards specific verticals with greater potential in terms of   demand generation by engaging different personas in those companies related to their   cybersecurity challenges .     Selection     After several internal discussions with our marketing team , we defined the scope , marketing   disciplines that we would establish actions and the campaign boundaries in terms of coverage ,   deadlines , and a first view about the personas profiling .     Once we finished the first draft internally with the team , we used the visualization tool to engage   the sales team to illustrate our initial ideas , not bringing solutions , but showing our challenges in   terms of execution , but also all alternatives in terms of marketing activities in a simple a visual   way for all involved on this new campaign format . That helped to organize the interrelationships   between the various activities , the motion of the new campaign format mixing all different   marketing tactics , the timeframe that we were expecting to build to compose and how we might   be allocating our resources in marketing , but also in sales to be more effective and achieve the   objectives defined by the leadership team .     Application     In order to establish a sense of agreement on this new approach , cadence , shared   responsibilities , and also all - around important milestones that would be key to prove the   effectiveness of the new process and worthiness of the ideas proposed here .     The use of the visualization was fundamental to have a better group interaction , especially to   define a new motion required for marketing and sales teams in terms of execution , where we   were looking to also reestablish a more productive engagement in engaging and executing   vertical campaigns . 

 Once we defined a visual " prototype " of what the campaign 's motion would look like , we   proceeded to detail each activity that was to be carried out over 45 days . Those campaigns were   named “ Sales Plays ” where , we considered 15 days for design and produce of all marketing   materials used to engage key accounts within each vertical defined as focus , and also have a   deeper understanding about the available data related to these accounts to help us to generate   insights to change the way that we were engaging in the past , identifying with this new approach   new message patterns that we would like to bring to these potential new customers ( here we   use storytelling as a tool to customize our message for each person ) .     The next 30 days we used to execute the various activities established through the visualization   exercise and at each iteration , we were analyzing all outcomes in real time to ensure that the   new motion met , first the scope and secondly and most importantly , that we would be able to   make all adjustments in time to ensure that the objectives established in terms of pipeline   generation were achieved during that short period of time .     Insight     During the visualization application process , it became clear that the motion initially described   only through words in several discussions had not been clear . Visually engaging in a collaborative   way the new motion was instrumental in breaking the doubts , but more importantly establishing   a sense of agreement that these shorter campaigns require since demands a real and synergistic   approach between sales and marketing to be more effective ( to guarantee a better and qualified   pipeline ) and less costly ( since the elements of the campaign were jointly produced by all the   team ) .     Approach     I would extend discussions to external stakeholders to our organization , engaging channel   partners and end users ( customers in our installed base on those verticals ) to go deeper in terms   of engagement , ensuring an even better understanding of the personas requirements related to   cybersecurity , producing with this a mind mapping process and naturally guaranteeing with this   a better execution ( learning launching ) .       = = = Dharmendra Asiri = = =
### Output: 