Speaker: Sunil Karkera, Head - TCS Interactive @ TCS

2. Art & Science
Designing a Marketing Organization that Fuels Business
Growth
Sunil Karkera
Head, TCS Interactive
tcs.com/interactive

3. Looking back

4. Many
revolutions

8. What should be the key focus?

9. Plan Engage Measure

10. Measure
Strategiz
e and
Plan
Brand
Awarene
ss
Generate
Demand
Fuel
Growth

11. Planning
Goals and Objectives
Assets
Budgets
Tactics
Innovation

12. Channel Integration
Data Fusion
Faster Insights
Responsible & Automated Governance

13. Scale Across
Sales
Service
Product Development

14. Integrate Externally
Influencer Networks
Content, Data
Agencies

15. Art Science

16. Leveraging Technology

17. What may it look like?

19. Analytics Digital
Channels
Automation

20. End-to-End
Product Development
Sales & Service
Metrics
ROI

21. What is the state of our toolchain and platforms?
Are we receiving insights from information?
Can we measure attention for our content?
How much can we automate?
Are we integrating with the right ecosystems?
Do we have automated governance models?
New Questions

22. Cross-functional Knowledge
Analytics
Information Technology
Product Development
Finance
Sales

23. Demand Generation
Personas
Journey Maps
Empathy Maps
Intelligence
Automation

24. Apply Design Thinking for Innovation

25. Infinite Engagement Funnel

26. Marketing
Activities
Insights
Sales
Activities
Martech, Automation, and Sales
Tools
Strategy

27. Ownership
Platforms
Tools
Talent
Review

28. …but don’t become IT

29. Metrics-driven Culture

31. Plan Engage Measure