Siemens CMO shares lessons from reorganization

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Chicago—Tom Haas, CMO of global manufacturer Siemens, Wednesday shared lessons learned from Siemens One, a business unit launched in 2001 that provides a centralized marketing organization for large-scale infrastructure projects.

“We realized we needed to reorganize ourselves and get rid of the silos that existed,” Haas said, pointing to the company’s multiple businesses that spanned mass transit, industrial automation, energy and health care IT.

As part of the process, Siemens rebranded itself to focus on three core industries—health care, industry, and energy/environment. Haas said these industries in particular will benefit from the federal stimulus bill passed earlier this year.

“We are in heath care, energy-efficient buildings, the smart-grid space and alternative energy. All those things are important to the stimulus package,” Haas said. He said getting buy-in from senior management has been important in changing the organizational structure of Siemens, which has brought together multiple disciplines to provide integrated solutions for clients.

“At the beginning, the people involved [in Siemens One] were often VP-sales of the different business units,” Haas said. “As they rose through the ranks and became presidents of the business units, they became much more supportive of the idea and saw the value.” Haas said another recent initiative for the company has been pushing a thought-leadership agenda.

“It’s all about getting our executives out there more, speaking more, getting more involved in panels, blogging more and becoming resident experts,” he said.

“All of us in this space are doing a lot of thought-leadership events, and we are using our media partners to create unique events so we can discuss issues that are important to the industry.”

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