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Autodesk Marketing

To help people imagine, design, and make a better world by becoming the global leader in design and make technology that enables sustainable innovation.

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To help people imagine, design, and make a better world by becoming the global leader in design and make technology that enables sustainable innovation.

Strengths

  • PORTFOLIO: Industry-leading software portfolio across AEC, manufacturing, and media & entertainment with 89% subscription revenue model
  • BRAND: Powerful global brand recognition with 94% awareness among design professionals and 40+ years of industry trust
  • ECOSYSTEM: Robust partner ecosystem with 12,000+ developers and 300+ technology partners extending platform capabilities
  • CLOUD: Strong cloud transition with 70% of customers now on Autodesk cloud platforms enhancing collaboration and workflow efficiency
  • RETENTION: Industry-leading net revenue retention rate of 110% demonstrating strong product stickiness and value proposition

Weaknesses

  • COMPLEXITY: Complex product portfolio with over 100 products leading to customer confusion and extended sales cycles
  • PRICING: Premium pricing strategy facing resistance with 35% of prospects citing cost as primary barrier to adoption
  • INTEGRATION: Inconsistent product experience across portfolio due to acquisitions, causing 28% decrease in cross-product adoption
  • SEGMENTS: Underrepresentation in small-to-midsize business segment with 22% market share vs. 45% in enterprise
  • MESSAGING: Fragmented market messaging across industries reducing brand cohesion and diluting value proposition

Opportunities

  • AI: Leverage generative AI to transform design workflows, with potential to reduce design time by 30% and increase adoption by 25%
  • SUSTAINABILITY: Position as sustainability enabler as 76% of customers seek tools to meet ESG requirements and carbon reduction targets
  • DIGITAL TWINS: Capitalize on growing digital twin market projected to reach $48B by 2026 with 35% CAGR
  • INDUSTRIALIZATION: Address the $2T construction industrialization opportunity by connecting design to manufacturing processes
  • EMERGING: Expand into emerging markets with projected 28% growth rate in design software adoption across Asia-Pacific and Latin America

Threats

  • COMPETITION: Increasing competition from specialized vertical solutions capturing 18% market share in specific industry niches
  • ECONOMY: Economic uncertainty affecting customer budgets with 15% of customers delaying software investments
  • COMMODITIZATION: Commoditization of basic design tools through open-source and freemium alternatives reducing entry-level adoption
  • TALENT: Global shortage of skilled design professionals limiting software adoption with 41% of firms reporting unfilled positions
  • REGULATION: Growing data sovereignty and privacy regulations in key markets limiting cloud adoption for 22% of potential customers

Key Priorities

  • AI ADOPTION: Accelerate AI integration across product portfolio to deliver significant productivity gains and differentiate from competitors
  • UNIFIED MESSAGING: Develop cohesive cross-industry messaging focusing on sustainability and interconnected workflows
  • SEGMENT EXPANSION: Create tailored offerings and pricing for underserved SMB segment to broaden market penetration
  • EXPERIENCE: Simplify the product experience and integration to improve cross-portfolio adoption and customer satisfaction
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To help people imagine, design, and make a better world by becoming the global leader in design and make technology that enables sustainable innovation.

AI REVOLUTION

Transform the customer experience through AI

  • PLATFORM: Launch unified AI assistant platform across 85% of product portfolio with consistent UX and 40% feature adoption rate
  • PRODUCTIVITY: Demonstrate and market 30% average productivity improvement through AI features with 25+ customer case studies
  • EDUCATION: Create comprehensive AI training program reaching 75% of customers with 50% completion rate
  • DIFFERENTIATION: Establish clear AI competitive differentiation with 85% of sales team effectively articulating AI value proposition
ONE AUTODESK

Deliver unified brand experience across all touchpoints

  • MESSAGING: Implement cohesive cross-industry messaging framework with 90% message consistency across all marketing channels
  • JOURNEY: Streamline customer journey reducing touchpoints by 35% and improving conversion rates by 25%
  • INTEGRATION: Increase cross-product adoption by 30% through improved product integration and consistent user experience
  • SUSTAINABILITY: Position Autodesk as sustainability leader with 75% of prospects associating brand with sustainable outcomes
SEGMENT EXPANSION

Capture underserved market segments

  • SMB: Launch tailored SMB offering with simplified pricing, increasing segment market share from 22% to 30%
  • ACQUISITION: Reduce SMB customer acquisition cost by 25% through streamlined digital marketing and self-service channels
  • ONBOARDING: Implement rapid onboarding program reducing time-to-value by 40% for new customers
  • PACKAGES: Create 5 industry-specific solution packages with bundled products at value pricing increasing cross-sell by 35%
CUSTOMER SUCCESS

Maximize customer value realization

  • ADOPTION: Increase feature adoption by 40% through in-app guidance and digital adoption platform implementation
  • ROI: Develop and deploy ROI calculator used in 80% of sales opportunities with measurable impact on win rates
  • ENABLEMENT: Train 100% of customer-facing teams on value selling with 90% certification completion
  • ADVOCACY: Increase customer advocacy program participation by 50% generating 200+ new customer success stories
METRICS
  • Annual Recurring Revenue (ARR): $6.1B by end of FY2025
  • Net Revenue Retention Rate: 115% by Q4
  • Customer Satisfaction Score (CSAT): 8.7/10
VALUES
  • Customer Success First
  • Courage
  • Integrity
  • Impact
  • Inclusion
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Align the learnings

Autodesk Marketing Retrospective

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To help people imagine, design, and make a better world by becoming the global leader in design and make technology that enables sustainable innovation.

What Went Well

  • REVENUE: Strong revenue growth with 9% year-over-year increase exceeding analyst expectations by 2.3%
  • SUBSCRIPTION: Successful subscription transition with 89% of revenue now from recurring sources, up from 82% last year
  • RETENTION: Improved net revenue retention to 110%, demonstrating strong customer loyalty and upsell success
  • CLOUD: Cloud product revenue grew 26% year-over-year with 70% of customers now using cloud-based solutions
  • INTERNATIONAL: International markets showed 14% growth, outpacing domestic growth of 7%

Not So Well

  • MARGINS: Operating margins declined 2.3 percentage points due to increased R&D investments and acquisition costs
  • SMB: Small business segment growth underperformed at only 4% compared to 12% enterprise growth
  • SALES CYCLES: Average sales cycle increased by 18 days (22%) due to economic uncertainty and budget scrutiny
  • ADOPTION: New feature adoption rates fell 15% below targets with customers slow to implement latest capabilities
  • CHURN: Slightly elevated churn in specific vertical markets with manufacturing segment seeing 1.5% higher churn rate

Learnings

  • VALUE: Need for clearer articulation of ROI and value metrics to justify pricing and accelerate purchase decisions
  • SIMPLIFICATION: Product portfolio complexity creating friction in customer journey and increasing support costs
  • INTEGRATION: Cross-product integration quality directly correlates to retention rates and expansion opportunities
  • SEGMENTS: Tailored go-to-market strategies by segment size produce better results than one-size-fits-all approaches
  • EDUCATION: Investment in customer education directly correlates with feature adoption and perceived product value

Action Items

  • ROI: Develop comprehensive ROI calculator and case studies demonstrating quantifiable customer value across industries
  • SEGMENTS: Create dedicated SMB marketing and sales program with simplified offerings and value-based pricing
  • ADOPTION: Launch digital adoption platform with in-app guidance to accelerate feature utilization and time-to-value
  • MESSAGING: Unify product messaging around key themes of sustainability, productivity, and collaboration
  • ENABLEMENT: Enhance sales enablement to reduce sales cycles with improved competitive positioning and value articulation
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To help people imagine, design, and make a better world by becoming the global leader in design and make technology that enables sustainable innovation.

Strengths

  • FOUNDATION: Strong AI foundation with established Autodesk Research division and early AI implementations in generative design
  • DATA: Massive proprietary design dataset from millions of users providing unique training material for AI model development
  • EXPERTISE: 200+ AI specialists across organization following acquisition of AI startups like Spacemaker and Pype
  • INTEGRATION: Existing AI implementation in flagship products like Revit (generative design) and Fusion 360 (generative engineering)
  • VISION: Clear AI vision articulated in recent strategic roadmap with $150M dedicated AI investment announced in FY2023

Weaknesses

  • ADOPTION: Only 22% of customers actively using AI features despite availability across 75% of product portfolio
  • EDUCATION: Insufficient customer education on AI capabilities with 68% of users unaware of existing AI functionality
  • FRAGMENTATION: Siloed AI development across product teams leading to inconsistent implementation and duplicated efforts
  • TALENT: Shortage of specialized AI talent with 40+ open AI-focused positions unfilled for over 120 days
  • MESSAGING: Unclear AI value proposition compared to competitors resulting in 15% lower feature adoption rate

Opportunities

  • WORKFLOW: Revolutionize design workflows with AI assistants that could reduce design time by 40% and increase user productivity
  • PERSONALIZATION: Deliver personalized design recommendations based on user behavior and industry trends increasing engagement by 35%
  • AUTOMATION: Automate routine design tasks reducing low-value work by 60% and enabling focus on creative problem-solving
  • COLLABORATION: Enhance cross-discipline collaboration through AI-powered translation between different design disciplines
  • PREDICTIVE: Implement predictive analytics for project outcomes offering 25% improved accuracy in cost and schedule forecasting

Threats

  • COMPETITION: Big tech companies (Microsoft, Adobe) rapidly integrating AI into competitive design products gaining 8% market share
  • TRUST: Customer concerns about AI ownership and data security with 42% expressing hesitation about AI-generated content
  • DISRUPTION: Potential industry disruption from AI democratizing design capabilities and lowering barriers to entry
  • EXPECTATIONS: Rapidly rising customer expectations for AI capabilities with 65% demanding more advanced features
  • REGULATION: Emerging AI regulation and accountability frameworks creating compliance uncertainty and potential limitations

Key Priorities

  • AI PLATFORM: Develop unified AI platform and strategy across product portfolio with consistent interface and capabilities
  • EDUCATION: Launch comprehensive AI education program to increase feature adoption and demonstrate clear ROI to customers
  • WORKFLOW: Focus AI development on high-impact workflow improvements that deliver measurable productivity gains
  • PARTNERSHIPS: Establish strategic AI partnerships to accelerate development and maintain competitive advantage