Interview with Sanjay Seth – VP – Global Marketing & Communications – Mahindra Satyam, Tech Mahindra and CanvasM
PW: As a marketer what would you say are your current priorities?
SS: At the moment, my current priories include improving Customer Data Management & Analytics and drawing focus to Social Media & Digital Communications.
PW: At Mahindra Satyam and Tech Mahindra, how has technology played a role in customer acquisition or retention?
SS: 1.High use of analytics to determine effectiveness of SEO/SEM programs.
2.Use of Marketing Automation Tools combined with Analytics to determine effectiveness on mailer campaigns.
3.Subscribing to advanced databases to effectively filter/ identify target prospects.
4.High investment on Social Media tools and close collaboration with the respective vendors.
PW: How has technology played a role in new product development, market expansion or other areas?
SS: We do not do product development but use technology extensively in researching and designing effective marketing campaigns in newer market segments and emerging geographies.
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?
SS: Yes we do have a separate budget for spending on marketing automation tools and databases. In my global team I have marketing specialists focused on key verticals and horizontals. In various geos, I have specialist Field Marketing Managers. For functions like Analyst/ Advisory relations and Account Based Marketing, I have specialists in these areas. I have large team of Inside Sales specialists aligned Hunters in our sales organizations globally.
