Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Amit Sinha Roy
VP- Marketing & Strategy
Tata Communications Ltd.
On evolving beyond tactical metrics into assessing business impact – Marketing Operations?
Tactical metrics is critical to measure the health of marketing as well as the kind of programs we are doing, be it MQL (Marketing Qualified Leads) or SQL (Sales Qualified Lead). Even the MIO that we talked about Marketing Influenced Opportunities, those remain key and base level of the checks that we do in terms of how each of the marketing programs and campaigns are performing the market weather we are able to reach out to the relevant audience with a relevant offer and then being actually able to draw interest from the target group in terms of being able to generate leads and opportunities. Having said that it is always about improving on all the good things that we have so looking at this information not only from a perspective of leads but also being able to look at how these leads are progressing through the sales cycle, through the customers buying cycle and then getting converted into real opportunities then that get closed and then go to revenue, that gives us the full life cycle of the marketing impact. So from a leads perspective it’s about generating leads, nurturing them, engaging at the right time through our various sales channels with the customer and then following that lead through even the big cycle in certain cases we provide product as well as competitive and marketing insights even at the bit stage to then take it through to hopefully a win where a lead would actually get converted into revenue. That is the aspect of sales lead cycle, there is also the other aspect of the investments that are going into generating these leads and then taking them through the buying cycle. We have recently created a program which we call the ‘ Marketing Data Sciences Group’ within our organization and what that is looking at is the ability to track how each marketing dollar is going to result in a business impact through the various tactics and the various programs and campaigns that we are running. Then be able to report it back in a meaningful way to the CMO to be able to then decide where we should invest moving forward our resources and our funds to be able to deliver the maximum business impact based upon the resources that we have at end. So that area would then look at all of these aspects that are talked about in terms of lead generation, qualification etc. so on and forth to revenue as well as the various investments that we are making into the marketing engine and then how is it that these are actually resulting into overall business impact.
“We have recently created a program which we call the ‘ Marketing Data Sciences Group’ within our organization and what that is looking at is the ability to track how each marketing dollar is going to result in a business impact through the various tactics and the various programs and campaigns that we are running.”
