Paul Writer launches Innovative Marketer Dialogue, 
Video interview series with CMOs highlights marketing best practices
Deepali Naair
Chief Marketing Officer
Mahindra Holidays and Resorts India
On Multi-channel marketing program and their synergies …
Yes, of course we have a multi-channel marketing program. I don’t want to refer here to advertising programs because getting synergies for ATL and BTL is quiet simple even across digital but the challenge today is to create an integration between the sales function and the marketing function in a multi-channel program.
I will give you two examples. First, we do acquisition for referral program from our current members, we also do acquisition by generating leads on digital which are then closed by our sales channel. There are multiple things that happen over here to create sync. For example, one great technology opportunity that has been there is how we manage to Dedupe the leads that come in. All leads coming from multiple channels gets deduped in one central data warehouse and that ensures that our customers get a uniform experience and our sales team are not overlapping each other’s toes.
“Within the marketing team over here, we have a digital team, a referral team, a current members relationship team and the brand team. When we are thinking of newer and bigger programs, all teams sit together and think through the programs and that ensures synergies across brand, referral and digital.”
The second point is that all thoughts in terms of how to execute the program, the communication opportunities, the themes get decided at a centralized level and gets executed at the sales team levels. For example, within the marketing team over here, we have a digital team, a referral team, a current members relationship team and the brand team. When we are thinking of newer and bigger programs, all these teams sit together and think through the programs and that ensures synergies across brand, referral and digital. It also ensures that some of the central themes and what they have learnt from each other get played out when talking to customers therefore there is central planning and central thinking which ensures that channels are sync. CRM system and the technology ensures that there are synergies across all channels that we have.
