CMO Axis - 2010v2-1

CMO Axis Sales & Marketing Outsourcing:

CMO Axis Sales & Marketing Outsourcing An introduction

About CMO Axis:

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:

Vision Our vision is to replicate what FAO did to the F&A function of an organization to the marketing function. 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 by leveraging the best functional and domain knowledge banks, using global best practices and in the most efficient and cost effective manner either onsite or remotely. The services extend from managing specific functions or processes for large marketing organizations to running the complete marketing function for SMBs.

Marketing outsourcing is more relevant today then ever before:

Marketing outsourcing is more relevant today then ever before

CMO Axis – 4 key business units:

CMO Axis – 4 key business units

Delivering to business and marketing needs:

Delivering to business and marketing needs

Execution to full function outsourcing:

Execution to full function outsourcing On-demand bandwidth Practitioner’s view Metrics and ROI driven program management Right-fit Alliances Outsourced program management Outsourced execution Content + Design skills Optimized processes SLA driven, first time right execution Cost savings Strategy Marketing plans Go-to-Market Full function outsourcing Overall ownership of your marketing objectives

Special focus on the under-serviced SMB space:

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:

CMO Axis’ SMB offering

Tools & IPs - ‘Maxis’ : Marketing Priorities Matrix for enterprise cos:

Tools & IPs - ‘Maxis’ : Marketing Priorities Matrix for enterprise cos Helps you evaluate where your marketing efforts and investments currently are and where they should be CMO Axis will deliver a half-day workshop to help you best leverage your existing marketing bandwidth Decide what to in-source co-source outsource Business impact Resource intensity Low High High Tactical Priority Strategic Innovative Sales and Marketing collateral Sales support Events trade shows ***Size of bubble represents proportion of marketing spend on that activity Account based marketing Case studies Web content Demand generation Internal communication CSR New media Innovative ***Size of bubble represents proportion of marketing spend on that activity Account based marketing CSR New media Account based marketing New media Analyst relations Solutions marketing

Tools & IPs - ‘Praxis’ - The Ecosystem Approach:

Tools & IPs - ‘Praxis’ - The Ecosystem Approach Identifying your unique ecosystem helps you maximize touch points, improve effectiveness and reduce cost of outreach CMO Axis will help you identify and optimally leverage your ecosystem Leverage existing partnerships, relationships and best practices

Building a marketing ecosystem (indicative):

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

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Engagements Snapshot

Market entry and go-to-market for a global financial services player:

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 Setting up operations including technology and infrastructure required Structuring and hiring two distinct teams – one that focuses and lead generation and the other focusing on customer education and closures Creating awareness and acquiring leads through multi-channel promotions Providing account management and focus on repeat revenues from customers Using social media and online marketing as a key lever for demand generation Identifying partners including online affiliates and investment brokers

Sales and marketing for specialty Pharma house:

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 Research of landscape, TG identification, messaging Fixing sales targets in line with business plans Staffing and running a team that will sell this in key markets (initially NCR) Setting up specialty distribution channels (exclusively for hospitals) Providing all back-end collateral and sales aids for this team

Alternate sales channel management, community building for white goods company:

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 Setting up and promoting e-commerce portal Setting up online community of home sales agents, training and equipping them to sell Setting up a dealer community to train and engage with dealers and regular trade channels Building an online community for customers/ prospects to network, get buying advise, user tips, referral rewards, merchandise store, etc

Product management and delivery for one of the India’s top media houses:

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 Customer research and identification of new genres and titles End to end publishing including content research and writing, and design integrating interactive learning tools Managing all non-retail sales channels like cross-sell, online, institutional and ‘home sales agent’ selling

Outsourced CMO office – Risk management product of $120 Mn IT Co:

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 Competitive landscaping and positioning strategy for this product Packaging, website and all sales and marketing collateral creation Creation of demos, sales training material, etc Channel partners identification and signup Innovative channels like direct sales tie-up with CNBC Customer segment identification and outreach Influencer outreach (media, influencers, CPA associations, etc) Flexible engagement model with part compensation tied to product revenues and performance

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

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 Who we are engaged with: CMO office, India 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 Case-studies Whitepapers Presentation make-overs Brochures & Flyers Sales demos and walk throughs

Outsourced CMO office – Engineering Configuration service of $50 Mn IT Co:

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 Competitive landscaping and positioning strategy for this product Website and all sales and marketing collateral creation Creation of demos, sales training material, etc Customer segment identification and outreach Influencer outreach Partner marketing programs with Solidworks, Autodesk, etc

Outsourced CMO office - $100 Mn IT Co:

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 Repositioning of company as an integrated ‘IT and Business Optimization’ service provider Outreach of new positioning to existing clients and prospects Influencer engagement program – industry analysts, media and shareholders Initiation of account based marketing to mine existing accounts Focused demand generation program to increase leads pipeline Partner marketing programs with BMC, Microsoft, etc

C-level web 2.0 strategy for India’s top 3 IT services company :

C-level web 2.0 strategy 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 Creating and maintaining blogs Identifying prospects on social networks and online communities Inviting them to client’s communities, events and blogs Contributing to third party/ industry blogs and communities

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

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 Who we are engaged with: CMO office, India 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 Case-studies Whitepapers Presentation make-overs Brochures & Flyers Sales demos and walk throughs

Awards management program for one of the Top 3 IT services companies in India:

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 Who we are engaged with: CMO office, India 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 Design of awards process, forms, scoring sheets etc Identification of jury and award partners Screening of applications and shortlisting of finalists Engaging with the jury to select winners Dissemination of news and updates on the awards to participants and other stakeholders

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People Profiles

People profiles: Vinod Harith:

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:

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:

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:

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:

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

Some of our clients:

Some of our clients

What people have to say…:

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:

CMO Axis in the news 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?:

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

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