Last year, it was vitally important Raytheon continued to deliver for its customers and maintain its competitive strength in the areas of software modernization and big data analytics. The campaigns Bob Koch and his team initiated around how the company is using commercial software practices across its programs, and supporting the business development team on a strategic space pursuit, are examples of how he focused efforts on the “front end” of the business. The success of those initiatives proved the dedication of the Raytheon marketing communications team working closely with the business development and program teams.
Meanwhile, Koch and the team had to prepare for the launch of the new Raytheon Technologies upon the close of the largest merger in the A&D industry this year. How they introduced the new brand and the value of the combined company to internal and external stakeholders was a critical test. You add the pandemic into the mix with the impact on market sectors and the majority of the company’s 195,000 employees working from home, and you see the challenge they faced.
Metrics are everything these days, so Koch and his team enhanced how they monitor, track and report analytics to ensure their tactics are meeting strategic objectives. This data is crucial for refining elements of their campaigns as well as determining where to allocate resources for maximum value.
Koch and the team launched a major campaign to really tell the Raytheon Technologies story that up until recently wasn’t possible in the immediate aftermath of the launch of the company because of the pandemic. A critical phase will be how they expand this campaign both locally and globally to leverage the depth and breadth of the company’s capabilities for customers worldwide.