Cmo Axis Profile 2011

CMO Axis Sales & Marketing
Outsourcing
An introduction

About CMO Axis

 The first Marketing Process Outsourcing (MPO) Company

 Founded in April 2008, CMO Axis‟ endeavor is to provide organizations with measurable, high impact and cost
efficient outsourcing solutions

 Name-brand category leaders as customers

 A vision to make marketing more predictable, scalable and process driven

 Delivery model led by processes, frameworks and templates ensuring first time right delivery

 Demonstrated expertise in B2B and B2C marketing

 An expert team with rich and diverse experience in marketing across varied domains

 Innovative engagement and delivery models

 Offices in Chennai, Bangalore, Delhi with 90+ people

Vision

Our vision is to offer marketing as an outsourced function, much like finance and
accounting or legal.

We are doing this by componentizing all key marketing functions and sub-functions and
building processes for each of these in a way that they can be delivered in a fully
integrated manner by leveraging the best functional and domain knowledge banks, using
global best practices and in the most efficient and cost effective manner.

This ensures that unlike traditional agencies that focus on delivering outsourced tasks like
design, content, telecalling or online marketing, CMO Axis has complete ownership of the
process/ sub-function ensuring that it is delivered with strong SLAs and business metrics.

The services extend from managing specific functions or processes for large marketing
organizations to running the complete marketing function for SMBs.

CMO Axis – 4 key business units
• Turnkey management of strategic marketing programs
• Dedicated or on-demand process desks
Marketing • Extended teams on-hire (onsite or offsite)
Shared
Services
• New markets entry/ creation
• Go-to-market for new products/ services
Integrated • New/ alternate channels creation and management
Sales & • Idea commercialization – Turnkey strategic and operations support from ideas to market creation
Marketing

• Virtual full-service marketing team
• Marketing strategy and planning
Outsourced • Marketing infrastructure and operations support
CMO Office

• Fully virtual delivery platform
• Marketing communications support on pay-per-use or subscription basis
Virtual • Benefit from best practices, world-class templates, real-time visibility and quick turn around times
Marcom • Managed and delivered by marketing experts
Engine

Marketing shared services
Activity Desks Program desks Marketing strategy and support

• Content/ Design/ PPT makeover • Demand generation/ campaign • Product/ service portfolio
desks management creation/ optimization

• Website creation and • Customer advocacy • Market research, landscaping
management and customer profiling
• Sales support
• Research desk • New market entry strategies
• Key accounts marketing/
• Social media/ online marketing engagement • Corporate and product/ service
desks positioning/ branding
• Internal communications/
• SEO/ PPC advertising Recruitment branding programs • Executive branding
management
• Influencer engagement (targeted • Strategic marketing planning,
• Response management desk outreach to media, analysts, budgeting and measurement
(telecalling/ email/ chat) deal advisors)

• Thought leadership programs

• CSR programs

Integrated sales and marketing
Go-to-market strategy and
Marketing and promotions Demand generation and sales
support
• Sales promotions • Field sales, corporate sales • Product management/ portfolio
and institutional sales management
• Direct marketing campaigns programs
• Pricing strategies
• Events and road shows • Demand generation/ campaign
management (email, telesales, • Market research, landscaping
online, FOS) and customer profiling
• Response management ((toll
free/ telecalling, email, chat)
• CRM programs (customer • New market entry strategies
retention/ advocacy, loyalty
• Market research, surveys and programs, referral programs)
polls • Corporate and product/ service
positioning/ branding
• Channel management
programs (franchisee/ dealer/
distributor/ DSA) • Strategic planning, budgeting
and measurement for ATL and
BTL campaigns
• Ecommerce and alternative
channel management

Execution to full function outsourcing

Outsourced execution
Content + Design Optimized
Cost savings
skills processes
SLA driven, first time right execution

Outsourced program management
On-demand Practitioner‟s Right-fit
bandwidth view Alliances
Metrics and ROI driven program management

Full function outsourcing

Strategy Marketing plans Go-to-Market
Overall ownership of your marketing objectives

Special focus on the under-serviced
SMB space

Outsourced CMO office: An on-demand marketing team available to SMBs on a shared
services model with experts in marketing strategy, online marketing, content, design, PR,
and more!

Marketing in a box solutions: A set of highly affordable process-led offerings in areas like
online marketing, tele marketing, email marketing, direct to customer initiatives etc starting
at Rs.35,000 per month + revenue linked upsides

Virtual Marketing Engine: A completely online delivery of marketing services on a „pay
per use‟ basis for SMBs who require high quality marketing interventions on an „one off‟
basis.

CMO Axis‟ SMB offering
• Identify key services to
invest in and evolve a
distinct go-to-market plan • Creation / review of collateral
for each service consistent with new
• Identify target segments for positioning (website, case
each service – Wishlist studies, brochures, PPTs)
based on Ideal customer • Identify events calendar,
profiling
Discovery Market influencer eco-system
• Articulation of
differentiators, competitive readiness
advantage and value
proposition
Phase phase

Evolution Outreach
• Thought leadership
initiatives (white papers,
Phase phase • Structured 4-level
speaking opps, etc) campaign to TA
• Constant contact • Social media marketing
• Customer forums/ councils • Influencer/ PR outreach
• Account based-marketing • Partner programs
• New segment identification • Webinars/ trade shows

Tools & IPs - „Maxis‟ : Marketing
Priorities Matrix for enterprise cos
High Priority Strategic Account
 Helps you evaluate where
Analyst
based
relations
your marketing efforts and
Demand
generation
marketing investments currently are
Case studies Solutions and where they should be
New media
marketing
Web content

 CMO Axis will deliver a
Resource intensity

Internal
communica half-day workshop to help
tion you best leverage your
Tactical Innovative existing marketing
Sales
Account
based
bandwidth
support
marketing
Events New media
trade
 Decide what to
Sales and
Marketing
shows o in-source
collateral
CSR
o co-source
o outsource
Low High
Business ***Size of bubble represents
proportion of marketing spend on
impact that activity

Tools & IPs - „Praxis‟ - The
Ecosystem Approach
 Identifying your unique
Expert Channels
ecosystem helps you
Financial and industry Analysts, Advocates maximize touch points,
Media & Deal advisors Alliance Marketing, Awards and
Rankings, Industry associations improve effectiveness and
reduce cost of outreach

 CMO Axis will help you
identify and optimally
Marketing Channels
leverage your ecosystem
Social Channels
Demand generation, industry events
Advisory Boards, Customer council and forums,
Promotions, Brand programs
Leverage existing
Employee branding, Blogs, Facebook
Direct marketing 
partnerships, relationships
and best practices

Thought Leadership
White papers, Points of view,
Speaking opps, research,
academic partnerships

Building a marketing ecosystem
(indicative)
• Identify the markets, size of
companies/ domains we want to
•> Web sites, brochures,
go after
Positioning/ case studies, PPTs,
• Create differentiated
Targeting Thought papers, etc
positioning and messaging for Infrastructure
each market creation
• Identifying stakeholders,
creating a database and running
Solution / Email scheduled email marketing
• Competition and services web 2.0/ programs
industry landscaping definition Tele • Follow up tele calling to
• Identification of point marketing prospects
solutions/ services and
XYZ Inc • Reaching out to buyers on
pricing models
Blogs/ Social Networks/
PR/ Partner/ Commnities/ Web 2.0
Below the Thought
line promos Leadership • Industry Association/
• PR events, story marketing
placements/ paper influencer programs
distribution, article Targeted • Demo through free
placements CRM/ ABM events membership to influential
• Smart, low cost programs clubs/ communities
to increase visibility with user • Demand generation
groups Webinars
• Identification and • Speaking opportunity
participation in Industry programs
• Cross-sell/ up-sell
events
campaigns with existing
• Custom meetings and
clients
briefings in select cities
• Account based marketing
to increase share of mind
and wallet in key accounts

Market entry and go-to-market for a
global financial services player
 Proposition – India operations for a Leading Forex player globally
 Who we are engaged with: CEO
 Business case: Forex is a relatively new concept in India and online trading with a global player
is virtually non-existent. The challenge involved creating awareness about forex, building
credibility for the company, engaging customers, account management and realizing stretch
targets. The whole process need to be accomplished through telesales lead approach
 Deliverables
o Setting up operations including technology and infrastructure required
o Structuring and hiring two distinct teams – one that focuses and lead generation and the
other focusing on customer education and closures
o Creating awareness and acquiring leads through multi-channel promotions
o Providing account management and focus on repeat revenues from customers
o Using social media and online marketing as a key lever for demand generation
o Identifying partners including online affiliates and investment brokers

C-level customer advocacy program for
India‟s top 3 IT services company
 Proposition – Reaching out to and engaging with 100+ named C-level prospects in
North America using blogs, social networks and online communities

 Who we are engaged with: CMO office, India

 Business case: The client was looking to build a sharply targeted outreach program to
identify and engage with these key prospects using new media tools

 Deliverables
o Creating and maintaining blogs
o Identifying prospects on social networks and online communities
o Inviting them to client‟s communities, events and blogs
o Contributing to third party/ industry blogs and communities

Online marketing desk for Top 3 IT
company
 Proposition – Setting up and running an online marketing desk that helps independent BUs run
targeted online marketing activities
 Who we are engaged with: CMO team
 Business case: The CMO team‟s online marketing team was focused on the corporate brand
and did not have the bandwidth to run online marketing for independent business units. They
also did not want the independent units to run unmonitored online programs. CMO Axis
proposed to set up a dedicated online marketing desk that will cater to the specific needs of the
business units as an extension of the central online marketing team, ensuring consistency of
process.
 Deliverables
o Identifying online marketing initiatives
o Developing the process and content
o Running online programs including SEO, forum/ community engagement, PPC ads, blogs,
social media programs, etc.

Campaign management and demand
generation for leading IT infrastructure co
 Proposition – Outsourced campaign and demand generation desk
 Who we are engaged with: Global head of sales
 Business case: The client was looking to run targeted campaigns every quarter to specific
industry segment s in an effort to get qualified leads. They needed a single point of contact
who can manage the entire campaign and demand generation process
 Deliverables
o Identifying segments to run campaigns every quarter
o Identifying services/ solutions to take to market
o Collateral building (website, case studies, EDMs, PPTs etc)
o Database building
o Email and telecalling outreach
o PPC ads and other online community interventions to target audience
o Setting up meetings for the sales team (target of 10% of qualified long list)

Sales and marketing for specialty Pharma
house
 Proposition – Management of the company‟s three „critical care‟ product lines
 Who we are engaged with: CEO
 Business case: This company, a leader in Pharma recently launched a critical care product
range. They realized that their existing team of medical reps may not be best suited to sell this
high-end product. CMO Axis is handling the complete GTM including identifying TG, staffing
„nutritional advisors‟ and managing end sales for these products
 Deliverables
o Research of landscape, TG identification, messaging
o Fixing sales targets in line with business plans
o Staffing and running a team that will sell this in key markets (initially NCR)
o Setting up specialty distribution channels (exclusively for hospitals)
o Providing all back-end collateral and sales aids for this team

Outsourced sales support for Top 10
global IT company
 Proposition – Outsourced sales support desk
 Who we are engaged with: BU marketing head
 Business case: The client did not have a sales support function and with the growing
business requirements, needed a strong sales support desk that could work on researching
key accounts and supporting the sales team with content that would help them make a
more qualified pitch to prospects
 Deliverables
o Researching the accounts and making a needs assessment and competition mapping
o Management of all case studies, presentations and solution documents required for
prospecting
o Mapping the prospect organization and setting up qualified meetings
o Bid support

Alternative channel creation for leading
education services company
 Proposition – Creating a nationwide franchisee network
 Who we are engaged with: Head of sales and marketing
 Business case: The client was looking to build a nationwide network of franchisees who
could invest in opening retail education centers across India. They needed a partner with an
understanding of sales and marketing processes to be able to identify and pre-qualify
potential partners and get them to apply for the position after which the partner team takes
over.
 CMO Axis deliverables
o Identifying segments who could be potential partners (HNIs, existing franchisees,
investors, mid-sized independent businessmen, etc)
o Database building
o Email , sms and telecalling outreach to potential partners
o Qualifying potential partners and moving them to fill up the franchisee application form
o Included managing a response desk for incoming calls/ email and chat queries from
customer‟s website

Product management and delivery for
one of the India‟s top media houses
 Proposition – Management of the company‟s Multimedia CD-ROM product line targeted at
education and training for young managers that is retailed across India
 Who we are engaged with: Business head, India
 Business case: This project involves new titles identification, content creation, multimedia design
and delivering the finished title for onward replication and retail distribution. This activity was
done using in-house product managers and used to take the company 6 weeks to deliver one
title. CMO Axis now delivers 4 titles a month for them, giving them a significant competitive
advantage and speed to market.
 Deliverables
o Customer research and identification of new genres and titles
o End to end publishing including content research and writing, and design integrating
interactive learning tools
o Managing all non-retail sales channels like cross-sell, online, institutional and „home sales
agent‟ selling

Demand generation for leading hospitality
company
 Proposition – Outsourced demand generation desk
 Who we are engaged with: Sales head
 Business case: The client, a leading player in timeshare vacation ownership, wanted a
partner who could run a strong demand generation program targeted at getting qualified
leads through ground promotions, telecalling and email led activities
 CMO Axis Deliverables
o A dedicated demand generation desk with strong campaign management capabilities
o A mix of online/ offline and telecalling initiatives
o Database acquisition, qualification , warming the customer and channeling leads to
company‟s field sales team
o Circles managed by CMO Axis are among the top 3 circles in terms of performance
nationwide

Content and design desk for top global networking
company/ India‟s Top 10 IT company

 Proposition – Global back office desk for graphic design and animation, PPT
makeovers, case study writing, etc
 Business case: The client was looking for a back-office service desk where global
sales and delivery teams can get time critical design and content work done in a
templatized and cost efficient manner.
 Deliverables
o Case-studies
o Whitepapers
o Presentation make-overs
o Brochures & Flyers
o Sales demos and walk throughs

Awards management program for one of
the Top 3 IT services companies in India
 Proposition – Management of the company‟s annual global innovation awards program
 Business case: This project involves management of the company‟s annual innovation
awards program that involves identification and selection of top innovations both within
the company and outside the company (globally)
 Deliverables
o Design of awards process, forms, scoring sheets etc
o Identification of jury and award partners
o Screening of applications and shortlisting of finalists
o Engaging with the jury to select winners
o Dissemination of news and updates on the awards to participants and other
stakeholders

Alternate sales channel management, community
building for white goods company

 Proposition – Management of alternate sales channels for the company‟s white-goods product
lines
 Who we are engaged with: Business Head
 Business case: This company, a new white goods brand from a leading business house wanted
us to handle alternate sales channels for them. CMO Axis is helping them with building and
promoting an e-commerce portal, building a community of home sales agents for direct selling
and building a customer community for referrals,, up-sell, etc
 Deliverables
o Setting up and promoting e-commerce portal
o Setting up online community of home sales agents, training and equipping them to sell
o Setting up a dealer community to train and engage with dealers and regular trade channels
o Building an online community for customers/ prospects to network, get buying advise, user
tips, referral rewards, merchandise store, etc

Outsourced CMO office – Risk
management product of $120 Mn IT Co
 Proposition – Outsourced CMO office for an SBU of the company
 Who we are engaged with: Global head of sales
 Business case: The client is launching a new risk management product for the global
market that competes with Oracle‟s Crystal Ball and @Risk. They wanted marketing help to
create and execute a go-to-market strategy for this product.
 Deliverables
o Competitive landscaping and positioning strategy for this product
o Packaging, website and all sales and marketing collateral creation
o Creation of demos, sales training material, etc
o Channel partners identification and signup
o Innovative channels like direct sales tie-up with CNBC
o Customer segment identification and outreach
o Influencer outreach (media, influencers, CPA associations, etc)
o Flexible engagement model with part compensation tied to product revenues and
performance

Outsourced CMO office – Engineering
Configuration service of $50 Mn IT Co
 Proposition – Outsourced CMO office for an SBU of the company
 Who we are engaged with: SVP and business head
 Business case: The client is launching a new engineering configuration service
that helps heads of engineering cut lead times for product design and helps sales
teams decrease reliance on engineering teams in the sales cycle
 Deliverables
o Competitive landscaping and positioning strategy for this product
o Website and all sales and marketing collateral creation
o Creation of demos, sales training material, etc
o Customer segment identification and outreach
o Influencer outreach
o Partner marketing programs with Solidworks, Autodesk, etc

Outsourced CMO office - $100 Mn IT Co

 Proposition – Outsourced CMO office with onsite staffing
 Who we are engaged with: Chairman and CEO
 Business case: The client was predominantly delivering staffing solutions and had made
strategic acquisitions in the space of infrastructure management and EAI. They wanted
marketing help to reposition their company and create a go-to-market plan that will help
them engage better with existing customers and also acquire new clients
 Deliverables
o Repositioning of company as an integrated „IT and Business Optimization‟ service
provider
o Outreach of new positioning to existing clients and prospects
o Influencer engagement program – industry analysts, media and shareholders
o Initiation of account based marketing to mine existing accounts
o Focused demand generation program to increase leads pipeline
o Partner marketing programs with BMC, Microsoft, etc

People profiles: Vinod Harith
Experience: 17+ years in global marketing

Organizations worked: Wipro Technologies, iGATE, Hyundai, SSI

Education: PG in Management from IFMR/ OUBS, UK, PG in Journalism and Mass Comm from IGNOU, New
Delhi

Industries worked: IT/ ITES, Education & Training, Automotive, Consumer Packaged Goods

Key achievements:
Wipro‟s Applied Innovation campaign selected for an INSEAD case study and for Stevie Marketing Awards
Best People Manager, Wipro
Avaya CRM award for Wipro‟s CRM campaign
Standard and Poor‟s best corporate governance award for SSI Annual report

People profiles: Pramod Harith
Experience: 12+ years in global sales and marketing

Organizations worked: Times of India, Usha International, Cygnus Business Consulting, MeritTrac

Education: PG in Enterprise Management from C-PAMP, Diploma in Mgt, Madras University

Industries worked: Media and entertainment, IT/ ITES, Education & Training, White goods

Key achievements:
Helped grow the MeritTrac brand from a start-up to one of India‟s top assessment companies
Help set up the retail channels and distribution for Times Multimedia in South India, making it the most profitable
region in India
Launched Usha‟s Brita water purifiers in South India and made it one of Usha‟s fastest growing products

People profiles: Raji Iyer

Experience: 13+ years in marketing and communications working across leading FMCG and MNC brands

Organizations worked: P&G, McCann Erickson, Indian Express and Ajuba

Education: Master of Arts, Mass Communication & Journalism, MS University, Baroda

Industries worked: FMCG, Retail, IT and consumer

Key achievements:
Expertise in brand management, BTL activation, channel management and marketing strategy
Has worked on some of the most successful brands like Pantene, Whisper, TTK, etc
Set up and managed business operations for McCann and Eventus in Chennai

People profiles: Jaideep
Experience: 12+ years in E-learning, design & creative media

Organizations worked: Aithent Technologies, SSI, Aptech, Hurix

Education: Bachelor‟s degree in Literature, Post Graduate Diploma in Multimedia and Graphic design and
currently pursuing masters in psychology

Industries worked: E-learning, Media and entertainment, Education & Training

Key achievements:
Managed the elearning teams at SSI ,Aptech and Hurix. Handled the development of elearning
programs for majors like IBM,Citibank,Johnson and Johnson, Hyundai.
Set up the process and was involved in the launch activities for the FM channel for Noble
Broadcasting Corporation.Was a news anchor and Producer at NBC.
Creative lead with exposure to theater and media. Designed for websites and multimedia titles
Launched the internal social media and virtual worlds initative at Aithent

People profiles: Suman kumar
Experience: 9+ years in sales, operations and business development

Organizations worked: Tata Infomedia, Monster, Mafoi, GRT group of Hotels

Education: Graduate in commerce, pursuing post graduation in management

Industries worked: Publication, Hospitality, HR, Telecom

Key achievements:
 As project director (field force operations) at Mafoi for Nokia mobile phones, set up and managed programs
across 32 locations in south India
 Product centric promotion planning and roll-out across South India
 Recruited, trained and managed 800+ field sales personnel focusing on the mobile handset market
 Part of the team responsible for setting up operations in bangalore for GRT Hotels
 Set up and managed operations in India for a multinational HR service provider
 Managed events, special promotions and drives for special interest publications at Tata Infomedia

What people have to say…

 “Looks good… Size of your ambition is laudable at the same time,
realistic”
- Subroto Bagchi, COO – Mindtree

 “Certainly looks exciting”
- Mark Mayo, President – TPI

 “I feel your venture will fill in a much felt need-gap”
- Apurva Chamaria, Group Manager – Marketing, HCL

 “Very impressive – I think you have a sweet spot”
- V.Anand Kumar, VP – People supply chain & Employee Branding, Wipro BPO

CMO Axis in the news
 S-Files – Times of India
 New age outsourcing – Economic Times
 Is it time to outsource marketing? – ManagementNext
 The Latest BPO: Marketing - BusinessWeek
 Start me up: Setting up business in India – CNN.com
 Outsourcing Marketing May Prove Smart for Small Cos -
Economic Times
 It is time for MPO – Offshoring Times
 India set to become worlds marketing back office? – CIOL
 CMO Axis to beef up its outsourcing business – The Times of
India

Why CMO Axis?

 Not an agency, but an extended arm of your marketing organization

 An outsourced partner for strategic programs and projects that traditional agencies don‟t cater to

 Sales and marketing experience across top global brands in diverse industries - IT, FMCG, Auto, Media, HR
and Consulting

 Experts in services marketing and global marketing

 Hands-on expert advisory board

 Top tier alliances – K@W, ITSMA, Memorable Meetings, Summit HR

 First time right execution and SLA driven approach

 40 - 60% savings on your existing marketing spends

www.cmoaxis.com
vinod.harith@cmoaxis.com; pramod.harith@cmoaxis.com

Cmo Axis Profile 2011

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Cmo Axis Profile 2011