“Over the last five or six years we have moved to a much more Adobe-centric system. It’s simply because the data we get about our customers is coming from Adobe technology.”
Head of Global Online Sales & Marketing at Lenovo
“So, the Adobe Experience Manager product allows us to piece together all of these things in a very seamless way and most importantly connect them to our analytics product, so we are able to figure out the impact in almost real time,” says Sivadasan. “When we started working with Adobe it was much more about data analytics and insights. Now it’s a lot more immersive and it’s a lot more of us pulling what we need from Adobe, to shape the experiences we think are pivotal for our customer experience. So, it’s gone from being a somewhat passive engagement to a much more active engagement,” says Sivadasan.
Adobe’s van Namen recalls the sheer size of the task at hand. “Digital transformation is difficult no matter at what scale,” he says. “And to do this globally in multiple languages, in 32 or 34 countries…it’s astronomical in terms of what they’re trying to accomplish and at speed.”
Sivadasan recently told Digital Bulletin magazine: “The reason I like Adobe is selfishly because of its technology and the technology platform it provides. Ultimately, what we are really trying to do is figure out how to leverage technology to help solve the customer journey by connecting the dots.” The result is a picture of one entire brand - not three.
More than just a PC company.
In September of 2019, Lenovo launched “Smarter Technology for All,” a multi-million-dollar campaign marking Lenovo’s commitment to not only making technology smarter, but accessible and available for everyone - and that benefits everyone. Ernie Navarro, Lenovo’s Brand Content Producer explains: “I use Adobe Premiere Pro and After Effects to edit videos that showcase our mission and brand values. We’re not solely a technology company that creates PCs and laptops; we create smart products and solutions for companies dealing with real-world, life-changing health and environmental issues, space technology…things like that.”
Using Adobe Creative Cloud, Lenovo’s creative teams have been busy producing videos and designing stunning toolkits for the campaign’s global roll-out. “The bulk of my work is really done in Illustrator and Photoshop, I use InDesign less often these days but it’s still essential,” says Creative Designer Melissa Herboth. “The applications are really seamless. They’re just intuitive, once you learn one interface you can use any of them. Herboth says she helps to create guidance documents and toolkits, then delivers them to the various global teams and instructs them to “go play.”
Changing the world.
Today, at Lenovo, every employee’s badge reads: “We focus on the customer in everything that we do.” It’s a change that also had an effect on Sivadasan, who shifted his focus from operations to strategy. At Lenovo’s Morrisville office in North Carolina, where Sivadasan is one of 3,000 employees, he goes to the office three days a week. “Mondays are thinking time, strategy, paper, writing,” he says. “Fridays are office hours, so if people want to talk to me about stuff, I’m always open.”
Jason van Namen describes the close relationship that has blossomed between Sivadasan and Adobe: “He loves cigars. And he loves golf. That really helped facilitate some of those open personal conversations,” he says, with a laugh. And there are plenty of achievements to toast. “Lenovo and the global e-commerce team are definitely on the path to exceeding their goal of doubling revenue in three years,” says van Namen.
The journey has been a rush, Sivadasan admits. “I literally feel like an entrepreneur running my own business. I started with a $150 million business that’s almost $3 billion today. So the level of empowerment to go get things done, is tremendous. What else do you want in life?”
With his mission on its way to completion, Sivadasan says he is now motivated not only by Lenovo’s bottom line but in using technology to help the human race. “If you really think about a lot of the work that we’re doing,” he says, “whether it’s with a hospital in Utah doing cancer research or enabling genome research in Barcelona, it’s really about using technology to solve humanity’s greatest challenges.”