Interview with Ravindra Datar – Head Global Marketing – Datamatics Global Services Limited
PW: As a marketer what would you say are your current priorities?
RD: In the highly competitive global marketplace, it is important to ensure high brand visibility amongst chosen market segments. Beyond mere brand visibility, it is necessary to present a differentiated brand promise that will clearly convey relevant business value to the target segments. As a provider of Next Generation solutions to our global clientele, our current marketing priority is to establish our brand promise firmly in our target markets, with targeted visibility in our chosen segments. We will also focus on building holistic relationships with our clients by broadening our coverage of their requirements across their organizational value chains.
On the offerings front, we are actively promoting our Smart Analytics capabilities with our existing clients as well as prospects, to help them extract meaningful insights from the terabytes of transactional data they have to cope with, for better informed decisions.
PW: At Datamatics Global Services Ltd, how has technology played a role in customer acquisition or retention?
RD: We consider technology as a value enabler for ourselves as well as our clients. In our existing relationships, our focus has always been to leverage technology to drive optimization in the client’s business processes, with a focus on delivering breakthrough cost savings, quality enhancement and shorter processing time. This plays a big role in not just retaining our clients but also expanding our relationships with them.
For new business, technology helps us ensure good visibility of changing market preferences for our sales and marketing decision makers and also our delivery managers. Through the use of sales force automation, we have been able to achieve a more streamlined and effective sales engine. New outreach channels such as social media, webinars etc have helped in enhancing our marketing outreach beyond the website. We also ensure our field sales force, always on the move are able to access the latest and most relevant information on the industry and the specific clients they are meeting, through mobility solutions.
PW: How has technology played a role in new product development, market expansion or other areas?
RD: Technology forms the backbone of everything we do across the organizations. Over the years, Datamatics has created a wealth of IP that we are able to deploy for a more efficient life cycle management for our IP, products, solutions and services. Our focus has always been on automating processes to the greatest extent possible to enhance speed and quality of output while delivering substantial cost benefit for us and our customers. Technology has thus helped strengthen our delivery engine as well as our new offerings development processes.
Leverage of technology and new outreach channels enabled by technology has helped us drive visibility for our brand and offerings rapidly in new markets and market segments. Smart use of technology has also helped streamline our business development and sales engine with a good alignment with our delivery engine.
We are also able to improve our knowledge sharing and innovation management abilities within the company. In this way, Datamatics is able to provide a better and more customized opportunity to capture our targeted and prospective clients for our innovative offerings.
PW: Do you have a separate budget for the IT component of marketing? And how aligned are the marketing and IT functions in the organization?
RD: We do have provisions for IT deployment for greater marketing & sales effectiveness and an operations team that ensures our investments in technology are aligned with our expectations and with our business priorities.