op: upsert

titles_roles__c:
Primary Audience: Operational & Divisional Champions

This group consists of the individuals who are currently experiencing the pain points firsthand and will be the direct beneficiaries and implementers of the new digital thread. They are at the heart of the "Go-to-Market" strategy to address the Divisions-/Operations-Ebene.

Who they are:

Heads of Operations / Operations Managers: Leading operational processes within their divisions.

Production Managers (Produktionsleiter): Directly overseeing manufacturing and assembly lines.

Quality Managers (Quality): Ensuring product quality and compliance with standards.

Technical Publications Teams/Leads (Tech Pubs - Rheinmetall Technical Publications GmbH): The teams responsible for creating and managing documentation.

IT/PLM Leads & Specialists: Involved in the technical implementation, integration, and management of systems like PLM.

Where they are: Primarily within Rheinmetall's Business Divisions, especially those involved with products like Boxer and Skyranger.

Their Current Challenges (Pain Points):

Manual & Time-Consuming Documentation: Spending excessive time manually gathering content from emails, paper, and disparate sources for technical publications.

Lack of Digital Continuity: Frustration with the absence of a seamless "Digital Thread" from engineering (EBOM) through manufacturing (MBOM) to operations (BOP) and final documentation.

Compliance & Error Risk: Concerns about ensuring military-standardized documentation (normgerechte Dokumentation) when processes are manual and prone to human error.

Inefficiency & Bottlenecks: Experiencing delays and inefficiencies due to fragmented information flow and manual handoffs.

Limited Scalability: Difficulty in scaling documentation efforts efficiently across multiple projects or products.

Their Motivations & Needs:

Automation & Streamlining: A strong desire for automated, stable, and scalable documentation workflows.

Improved Compliance: Seeking solutions that guarantee adherence to military standards with less manual effort.

Operational Excellence: A need to enhance overall operational efficiency, reduce costs, and accelerate the time-to-documentation.

Data Integrity & Traceability: Wanting a system that ensures consistent, accurate data across the entire product lifecycle.

Successful Pilots: Eager to see and implement successful pilot projects (like "From Build to Book" for Boxer/Skyranger) that demonstrate clear, tangible value.

What they need to hear from your campaign:

How this solution directly solves their daily frustrations and makes their work easier, faster, and more accurate.

Concrete examples of how the "From Build to Book" use case will transform documentation for Boxer and Skyranger.

The practical benefits of automated document derivation and a continuous digital flow.

Assurance of compliance and reduced risk.

2. Secondary Audience: Strategic Enablers & Decision-Makers

While the campaign targets the operational level, these individuals are crucial for securing buy-in, funding, and strategic alignment. They need to understand the broader impact and value.

Who they are:

Division COOs (Divisions-COOs): Overseeing the operational strategy and performance of their respective divisions.

Site CEOs/CFOs (Standort-CEOs/CFOs): Leaders responsible for the overall performance and financial health of specific sites.

Leaders within Global Operations & Global Operations Governance: Responsible for cross-functional operational strategy and ensuring consistency across the organization.

(Indirectly) Top-down Sponsor COO René Gansauge: While not directly "played to" by the campaign, the campaign's success will reinforce his sponsorship.

Where they are: Across Rheinmetall's executive and strategic leadership, as well as global functional units.

Their Current Challenges (Pain Points):

Strategic Inefficiencies: Recognizing that fragmented processes hinder overall organizational efficiency and competitiveness.

Lack of Digital Strategy: Concerns about the absence of a comprehensive digital strategy for end-to-end product lifecycle management.

Risk & Scalability: Worries about the risks associated with non-compliant documentation and the inability to scale operations effectively.

Missed Value Opportunities: Awareness that current manual processes mean missing out on significant value and revenue levers.

Their Motivations & Needs:

Strategic Digital Transformation: A desire for initiatives that drive digital transformation and provide a competitive edge.

Strong ROI & Value Creation: Need to see a clear return on investment, significant cost savings, and new revenue opportunities.

Scalability & Stability: Seeking robust, scalable, and stable processes that can support global operations and future growth.

Corporate Governance & Compliance: Ensuring that operational improvements align with broader corporate governance and regulatory requirements.

Successful Replication: Interest in successful pilot programs that can be replicated across other divisions and product lines.

What they need to hear from your campaign:

The strategic impact of the Digital Thread on Rheinmetall's overall operational excellence and market position.

The financial benefits (cost savings, revenue levers) and the long-term ROI.

How the pilot projects (Boxer/Skyranger) serve as a proven model for broader implementation.

How this initiative aligns with corporate goals and strengthens Rheinmetall's compliance and governance frameworks.

seniority__c: Manager+

sales_notes__c:
Aerospace & Defence Program

Objectives:

- Engage SIEMENS’s audience across multiple touchpoints, and drive deeper consideration and capture buyer intent within Buying Groups.

- Enrich the buying group per account by targeting 3+ personas (ideally from different departments such as Purchasing, Engineering, IT, Manufacturing).

- Balance regional lead distribution across Geos

- Generate high-quality leads with a focus on senior manager level and above, with vice presidents considered secondary.

GOALS:

Target & Engage Buying Groups:

 - Engage with key decision-makers involved in the buying process and the stages they follow.

Create Depth of Engagement through omnichannel touchpoints:

- Offer personalised, value-driven content with clear calls-to-action, that encourage interaction and signal interest.:

Build Buyer Intelligence:

- Use Qualifying and profiling questions to best enable and equip GTM teams (incl. BDRs)

Deliver Exceptional Experience through the Siemens customer journey:

- Direct impact on prospects satisfaction, loyalty, and conversion rates, and drive business success.

Q2 Program Elements (Deep Funnel):

- Intent

- Install based Targeting (to be discussed)

- Content Syndication

- 2 x Qualifying Questions

- 1 x Profiling Question

- Retargeting Nurture through display & social

- Premium Email Nurture (6-8 touches)

CORE Deliverables

- Creation/Adaption of all ad sets for promotion across multiple channels

- Set up and creation of Landing pages to house core assets

- Set up of supporting forms to capture data

- Consultation with Demand Strategist and CS team on custom questions

- Set up and creation of email nurture streams containing 6-8 emails

- Creation/Adaption of all ad sets for retargeting engaged contacts across multiple channels

- Setup and stand up of Demand Intelligence Reporting dashboard which will include Buying Group overlays to surface these, and to look at depth of engagement

REPORTING:

Demand Intelligence Live Platform

Buying Group Overlays

Insight on Answers to 3x posed questions

Omni-channel oversight

End of campaign summary report

Bi-Weekly Sessions with Demand Strategist

VALUE ADDS:

BDR Workshop

Content Audit

Contacts Validation & Verification VIA LET’S VERIFY (OWNED BY INFUSE)

Full Program Management by INFUSE & Demand Strategists

BUYING GROUP ACTIVATION:

We will look to define your Buying Groups with you - this will be conducted by one of our Demand Strategists.

We will look at the following layers to establish the appropriate surfacing of buying group formation and engagement within our Demand Intelligence platform:

 - Job and Team functions

 - Seniorities

 - Number of Contacts being engaged with

 - Personas (if relevant)

Once definitions have been defined and agreed, we will ensure this gets operationalized within the program, and ultimately rolls up into our Demand Intelligence platform. We can further explore any further requirement as to if there’s a need to write some of the surfaced data sets into your Marketing Automation or CRM system, at the Contact record level.

Buying groups can engage quickly and early at the Contact level but some groups associated with Accounts take more time than this, so it’s important to factor in when Contact level data gets passed to you, and your BDR team. As a standard we would ideally look to pass data at a 3 monthly interval (therefore 2x over the program run time). This can however be reduced if there’s a need to “feed” sales more quickly.

Scoping: this workflow should be scoped with the support of a Demand Strategist, your Account Director and your CS Team Lead.

industries__c:
Primary focus on:

Rheinmetall

Defence companies headquartered in the DACH region (1,000+ employees)

geo__c: DACH

pricing_model__c: CPL

layers__c: Buying Committee;Intent;Nurturing: Deep Media;Nurturing: Premium;Custom Questions - Profiling;Custom Questions - Qualifying