This document appears to be an internship report submitted by Mr. Ameya S Kulkarni to his educational institution, Vivekanand Education Society’s Institute of Management Studies & Research. The report details his summer internship at Harbinger Knowledge Products Pvt. Ltd, where he studied the use of marketing automation tools to improve sales cycles. It includes sections on the company and industry analysis, his training and skills acquired during the internship working with the Callidus Cloud marketing automation platform, data collection, conclusions and recommendations.

1. 1
SUMMER INTERNSHIP REPORT
ON
“A Study of Marketing Automation Tool for an
effective, efficient and simplified Sales Cycle.”
SUBMITTED BY
Mr. Ameya S Kulkarni
Roll No - 153
MMS (Marketing)
Batch: 2014-16
Under the guidance of:
Mr. Shravan Kadvekar
Vivekanand Education Society’s Institute of
Management Studies & Research, Chembur,
Mumbai

2. 2
ACKNOWLEGEMENT
Mr. Ameya S Kulkarni
Roll No. 153
Course: MMS

3. 3
DECLARATION
I, Mr.Ameya S Kulkarni, student MMS – Semester II of Vivekananda Education
Society’s Institute of Management Studies & Research, Chembur, Mumbai, hereby
declare that, I have completed Summer Internship Project on “A Study of Marketing
Automation Tool for an effective, efficient and simplified Sales Cycle.” in
Harbinger Knowledge Products Pvt. Ltd. Company during the academic year
2014-16. The information submitted is true and original to the best of my knowledge.
Mr. Ameya S Kulkarni
Roll No -153
MMS (Marketing)

4. 4
PROJECT COMPLETION CERTIFICATE
To whomsoever it may concern
This is to certify that Mr.Ameya S Kulkarni of Vivekananda Education Society’s
Institute of Management Studies and Research (V.E.S.I.M.) has duly completed his
project as part of his M.M.S curriculum for 2014-16 at, Harbinger Knowledge
Products Pvt. Ltd. from May to June 2015 on “A Study of Marketing Automation
Tool for an effective, efficient and simplified Sales Cycle.” under the guidance of
Mr.Shravan Kadvekar.
Signature with Date
Designation
Seal of the company

5. 5
CERTIFICATE
This is to certify that Mr. Ameya S Kulkarni of Vivekananda Education Society’s
Institute of Management Studies & Research, Mumbai specializing in Marketing
has completed his Summer Internship Project on “A Study of Marketing
Automation Tool for an effective , efficient and simplified Sales Cycle.” in
Harbinger Knowledge Products Pvt. Ltd. company during the academic year
2014-16.
For VESIM
Prof. Sanjay Gajaria

6. 6
TABLE OF CONTENTS
Sr.No. Chapter Name Page Number
1 Executive Summary 7
2 Industry Analysis 8
2.1 Customer Profile 8
2.2 Supplier Profile 8
2.3 Competitor Profile 8
2.4 Industry Financials 8
2.5 Challenges faced by the industry 9
3 About the Company 11
3.1 Mission and Vision 11
3.2 Products 12
3.3 Location 17
3.4 Harbinger Group Leadership 18
3.5 Awards 20
4 On job training 21
4.1 Introduction to Marketing Automation Tool –
Callidus Cloud
21
4.2 Database Management 21
4.3 Email Automation 22
4.4 Reporting and Feedback 42
4.5 Skills Acquired 45
5 Data Collection 49
6.1 Conclusions 51
6.2 Recommendations 51

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1.Executive Summary :-
Marketing Automation helps you in creating surveys. You can create collateral
such as websites and brochures. You can build campaigns for email, mailshots
, advertising, public relations, and so on. In many of the systems that are
available you can personalize these campaigns to a highly granular level. You
can use these systems to capture information on what your prospects and
customers are doing, be that the pages of your site they visit, form data they
fill in, events they attend, collateral they read, and so on. Set your campaigns
up, and the systems will put them into action, either all in one go, or on a drip-
feed basis, as required. Many can even amend timing and volume dependent
upon results. Lead scoring, nurturing and allocation is a central part of
marketing automation technology. Most systems integrate with CRM
applications allowing both marketers and sales people to manage leads
through the pipeline. Many systems also include some aspect of resource
management. Accountability is key, and these systems all offer a suite of
reports across a range of metrics, and so allow you to demonstrate return on
investment. Not only that, but you can quickly compare the performance of
different campaigns against each other allowing you to adapt and improve all
the time. Almost without exception these marketing automation technology
solutions are hosted in the cloud, so that users can access their marketing
campaigns whenever and wherever they have an Internet connection. This also
means that set-up costs are reduced as there is no expensive software to
purchase, and that the company does not need to allocate space on its system
to host the program. Another important issue is reporting. Each vendor offers
its own range of reports and so it is important for you, the buyer, to explore
these carefully, ensuring that the system you choose gives you the information
you need to be sure that your campaigns are working as well as possible.

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2.Industry Analysis
2.1 Customer Profile –
Customer profile of e-learning industry can range from Educational
Institutions to Big corporate where focus is kept for grooming and
nurturing of the students and staff members. All types of Institutions and
organizations where Physical training or physical involvement is not
necessary fall or is required in a limited profile is the customer profile of
the E-learning industry.
2.2 Supplier Profile –
Supplier profile of the E-learning industry is solely supporting IT industry.
E-Learning industry is the part of IT industry and which relies on IT
industry only for its supplies. Though the customer base is pan industry.
2.3 Competitor Profiling –
Competitors of the E-Learning Industry are the traditional teaching
institutions. The extra aspect of traditional physical education system is the
only competitor to the E Learning industry but many organizations and
institutions are building up symbiotic mechanisms and systems for
collaborative use of e-learning and traditional physical education.
2.4 Industry Financials –
E-Learning industry is one of the fastest growing industries. E-Learning
market will show fast and significant growth over the next three years. The
worldwide market for Self-Paced E-Learning reached $35.6 billion in
2011. The five-year compound annual growth rate is estimated at around
7.6% so revenues should reach some $51.5 billion by 2016. A definition of
Self-Paced Learning is Education in which learners study at their own
pace, without a fixed starting date or regularly scheduled assignment
completion dates in common with other students enrolled in the same
program. However, there may be a fixed overall completion timeframe.
While the aggregate growth rate is 7.6%, several world regions appear to
have significantly higher growth rates. According to recent regional
studies, the highest growth rate is in Asia at 17.3%, followed by Eastern
Europe, Africa, and Latin America at 16.9%, 15.2%, and 14.6%,
respectively. According to Ambient Insight, the packaged content market
will reach $38.3 billion by 2016.Revenues from the sale of E-Learning in
Asian E-learning market reached $5.2 billion in 2011 and are expected to
more than double to $11.5 billion by 2016. The vast majority of these
revenues will be generated from the sales of packaged content.

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2.5 Challenges faced by the Industry –
1. The lack of learners’ motivation.
One of the most common eLearning challenges that eLearning
professionals must overcome is an overall lack of learner motivation. It might
stem from learners who aren't enthusiastic about the content or aren't
interested in the subject matter. To overcome this hurdle, it's important to
make the eLearning course as engaging and inspiring as possible. Even topics
that are dry or boring have the potential to become exciting and effective if
you know how to make them relevant and interesting for your learners.
Scenarios, eLearning games, and videos are great ways to achieve this. All of
these give learners the opportunity to immerse themselves within the subject
matter, rather than just reading about it.
2. The busy schedules of the learners.
In this day-and-age, it seems that everyone is running short on time. There
aren't enough hours in the day, and there isn't any room in the schedule for
learning. Many people are hesitant to take an eLearning course because they
think that they won't be able to go at their own pace or that it will require a
great deal of their time. You can overcome this by ensuring that your
eLearning course is in bite-sized chunks that they can access whenever and
wherever your learners are ready to learn. You should also avoid lengthy text
blocks or cluttered pages within your eLearning modules. By doing this, you
give them the chance to more effectively acquire and retain information,
thanks to the fact that they have a direct say in how much or how quickly they
are exploring the content. Keep in mind that these learners are on-the-go, and
don't have a lot of time to devote to the eLearning experience. As such, you'll
need to grab their attention from the start with visually compelling graphics
and images, and keep them engaged with multimedia elements which deliver
key pieces of information clearly and concisely.
3. The belief that learners should be tech savvy.
Not all of the learners are going to have the latest and greatest tech gadgets,
nor all learners are going to be “tech savvy”. And the truth is that there is no
reason to be! This perception is yet another eLearning challenge. However,
this can be overcome by ensuring that your eLearning course is available on a
wide range of devices and platforms, and that it is in fact easy to navigate.
Your eLearning deliverable should also be free of any multimedia elements
that may be difficult to use, or those that can't be controlled by the learners
conveniently. For example, you shouldn't include a video that the learners
cannot pause or adjust the volume, regardless of whether they are watching it
on their laptop or mobile phone. In short, keep things simple, but meaningful,
when integrating multimedia into your eLearning course, so that you appeal to
a broader learning audience.

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4. The belief that eLearning offers no support.
It is a general misconception that eLearning courses offer no support for their
learners. In fact, this belief prevents many individuals from enrolling, even if
they are highly motivated to learn and have the time to do so. To overcome
this eLearning challenge, be sure to have a solid support system in place for all
of your learners. Offer them an FAQ that can help them remedy any common
issues, and email or instant message support for more complicated questions
or concerns. It's also a good idea to encourage peer collaboration. For
example, you can set up a forum where learners can collaborate with one
another if a problem arises, or divide the learners into groups and ask them to
give feedback. Let them know that working on their own doesn't mean that
they don't have access to support when they need guidance or advice. Bear in
mind that one of the most significant advantages of eLearning is that you can
work at your own pace, while still being able to benefit from the experience
and skills of your online peers, even if they happen to be in other regions of
the world.
5. Learners can't see the real world implications of the
eLearning course.
Sometimes a learner is not able to see the value or benefit of the eLearning
course, and especially how the subject matter is going to help him/her in the
real world. For learners to become truly engaged in the overall eLearning
process, they have to be aware of how the content is going to translate in real
world settings. Even the most informative eLearning courses aren't going to be
effective if learners aren't made aware of how the material can help to improve
their lives, either personally or professionally. To tackle this eLearning
roadblock, you may want to integrate simulations or eLearning scenarios that
help the learner to see how they can apply the information they've learned in
real life. You can also offer them real world examples, or group collaboration
projects that are based around problems or issues they might encounter
regularly outside of the virtual classroom.

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3. About the Company
3.1Vision and Mission –
Serving Global Customers with our Award Winning Software Products and
Services
Core values of Harbinger Group

12. 12
3.2Products –
1. Raptivity - http://www.raptivity.com/
Raptivity is a finely crafted interactivity builder that offers a rich collection of
190+ templates for creating eLearning interactions, quick and easy, absolutely
without any programming. The templates range across varied categories like
games, simulations, brainteasers, interactive diagrams, virtual worlds, and
many more. Using this tool is as simple as picking up an interaction template
and customizing it with your content. Raptivity outputs to both Flash and
HTML5 formats and can be tracked using xAPI, SCORM/AICC standards.
You could use the output standalone or in conjunction with Raptivity Linker,
Authoring Tools or Learning Management Systems (LMS).
Benefits –
 Do-It-Yourself Interface
Raptivity boasts of a simple, refreshing and intuitive user interface
which promises a great and fulfilling user experience.
 Quick and Easy Customization
Raptivity allows you to completely customize any interaction model
and mould it the way you need it. All this without any programming.
The customization process is really quick and easy.
 Multiple Publishing Options
Raptivity lets you publish all your interactions in both Flash and
HTML5 formats, thus making it the ideal tool for both eLearning and
mLearning. For HTML5 publishing, Raptivity also lets you publish a
single interaction in different sizes to suit different mobile devices.

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2. TeemingPod - http://www.teemingpod.com/
Add social interaction to your Web application and Web site quickly and
easily. Provide a space on your Web pages for people to do things together.
Enable users to poll, debate, question, leave links and search. Get all this as a
convenient, flexible, cost-effective SaaS subscription.
Benefits
 Interact around PowerPoint presentations at your convenience
 Get user comments on each slide
 Tag slides with relevant keywords
 Recommend useful slides

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3. Elicitus - http://www.elicitus.com/
Benefits of using Elicitus -
 No programming any time: Wizards, forms, templates make Elicitus
easy to master. Provides ten question types and navigation styles
without programming or scripting
 Visual appeal: Great visual layouts ready-made for those who do not
have time or skills to create elaborate designs. Flexibility for those who
do.
 Standards-compliant publishing: Publishing in a single click to
AICC/SCORM LMS, web site, CD-ROM, or slide shows. Standards-
compliant publishing: Publishing in a single click to AICC/SCORM
LMS, web site, CD-ROM, or slide shows.
 Rapid Interactivity Building: Create millions of variations of
interactivities using Raptivity for Elicitus.
 Productivity: Make one-time changes at master level, which
consistently and automatically reflect in related content.
 Database to eLearning: Leverage existing questions and assessments.
Import test questions from comma delimited file formats. Also import
glossary terms.
 LMS interoperability: Track your courses using any SCORM/ AICC
compliant Learning Management System.
 Courses in multiple languages: Elicitus supports courses in many
languages supported by Unicode

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4. YawnBuster - http://www.yawnbuster.com/
YawnBuster software helps you easily incorporate exciting, engaging and
effective group activities right inside PowerPoint. Choose a wide variety of
group activities from multiple categories like ice-breakers, energizers,
participation enhancers and closures. Use these activities to make your
students interact with you when you present. You can add them by simply
selecting YawnBuster from the PowerPoint menu once it is installed.
Benefits:
 A wide selection of Group Activities available right inside PowerPoint,
including ice breakers, polling, games, closure activities and more.
 Improves learner engagement and encourages participation
 Ready customizable templates for all Activities Easy customization
 No programming required
 Single PowerPoint file that bundles all Group Activities
 Undivided attention from learners

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5. SiteJazzer - http://www.sitejazzer.com/
SiteJazzer makes it easy for businesses around the world to show
off their content. Here's what webmasters and web designers can
do with SiteJazzer:
 Show customer testimonials as animated cards with picture, video,
audio not just text
 Design page-peel banners and leader boards to add surprise element in
advertisements
 Show your stories, product catalogs, service portfolios, recipes and
more using 3D flip-books
 Promote your offers, specials and deals as clock timers counting down
on your website
 Create excitement around events using count-down timers.

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3.3Location –
Main Office - 139, "Siddhant", Survey No. 97/6, Off. Paud Road,, Bhusari
Colony, Kothrud, Pune, Maharashtra 411038
Other Offices –
Pune (India), Redmond (WA, USA), San Jose (CA, USA), Pleasanton
(CA, USA) and London (UK)
All offices in Pune are operational 24 X 7

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3.4 Harbinger Group Leadership –
Brief Description –
1. VIKAS JOSHI CMD - Harbinger Group –
Vikas Joshi is a technology entrepreneur who believes in building innovative
products that make a difference. As founder and managing director at the
Harbinger Group, he leads a growing organization serving global customers
with its cutting-edge software products and services.
2. SWATI KETKAR Executive Director Harbinger Group
–
Swati Ketkar is the co-founder and Executive Director at Harbinger Group.
She spearheads the corporate development activities of the group companies.
Her focus is on the opportunities for inorganic growth like strategic alliances,
joint ventures, acquisitions and third party partnerships.

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3. JAYANT KULKARNI Exec. Director Harbinger
Interactive Learning Pvt. Ltd. –
Jayant leads the award-winning e-Learning business at Harbinger Interactive
Learning. Under his leadership, the company has won recognition for its
world-class e-Learning content development capabilities. He has also
promoted the innovative Custom Interactivity Building Solution (CIBS).
4. SEEMA CHAUDHARY President Harbinger Systems,
Inc. –
As President, she provides critical insights that enable success in a highly
competitive industries, cutting-edge markets, and fast-paced environments in
the U.S. Seema’s relationships with experts in the eLearning industry have
been a driver for ongoing growth for Harbinger products and services.

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3.5 Awards and Recognitions won by Harbinger
Group-
 Global Outsourcing 100 ( 3rd
consecutive Year )
 18th
Annual Education Software Review (EDDIES) 2013
 Asian Learning Leadership Award 2013
 Mobilestar Awards 2013 – Superstar
 Featured in Global Services top 100 listing
 IAOP Top 100 Global Outsourcing Companies List
 ASSOCHAM National Education Excellence Award 2013
 The Learning Awards 2012 – Finalist
 Africa Learning and Leadership Awards 2012
 Tech and Learning 2012
 Learning and Technology Impact award 2012
 Readers Choice award 2012
 LearnX 2011 – Platinum and Gold
 Red Herring Global 100 – 2010
 Deloitte Technology Fast 500 -2010
 Red Herring Asia 100 Winner – 2009

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4.On Job Training
4.1 Introduction to Marketing Automation Tool - Callidus
Cloud
CallidusCloud is the global leader in cloud-based sales, marketing and
learning solutions. CallidusCloud enables organizations to accelerate and
maximize their lead to money process with a complete suite of solutions
that identify the right leads, ensure proper territory and quota distribution,
enable sales forces, automate configure price quote, and streamline sales
compensation — driving bigger deals, faster. Over 3,700 organizations,
across all industries, rely on CallidusCloud to optimize the lead to money
process to close more deals for more money in record time.
CallidusCloud –
4.2 Database Management –
Organic data obtained from sources such as Form Fills is collected and
managed accordingly. Data obtained is segregated according to following
categories.
 Region ( US and Non-US )
 Industry

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4.3 Email Automation –
1. Email Template
An email template is, in the most basic terms, an html document. Or in
other words, it is like a miniature web page. The coding tells the
readers email program how to render the email newsletter.
Using an email template for newsletters is important for three key
reasons:
1. It saves creation time, because the same template can be used every
time the newsletter must be sent, and
2. It ensures that the newsletter will render the same (more or less) on
every recipient’s computer.
3. It allows a design element to be used in your newsletter, following
your Web site design and incorporating social media, photos and
your corporate logo.

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Steps for Creating Email template in Callidus Cloud are as follows:-
1. Go to Marketing Activities and select Email

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2. Select the design which suits your product or service.

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3. Insert HTML code of the email template if created from an outside source
or if you are sending a plain email.

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4. Check the spam score - The Spam Score is a number assigned to each
message that is filtered by the spam firewall. The score is established
based on a number of spam filtering tests performed on each message. The
higher the Spam Score is on a message, the higher the likelihood that the
message is spam.

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5. Schedule and send

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Email Templates used for Raptivity Promotion
1. Webinar Email Template

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2. Product Promotion Email Template

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2. List Management
1. Proper Mailing lists has to be maintained along with Suppression
lists. Following are the steps for effective list updating on Callidus
Cloud.
Step 1 – Go to List Management tab

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2. Step 2 – Create Mailing List

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3. Step 3 – Fill in all the details.

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4. Step 4 – Select proper list according to applicable option

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5. Step 5 – Import file In CSV format only.

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6. Step 6 – Enable the list

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3. Workflow Generation -
Types of Workflows:
1. Sequential Workflow (Typically Flow Chart based, progresses from one
stage to next and does not step back)
2. State Machine Workflow (Progress from ‘State’ to ‘State’, these
workflows are more complex and return to a previous point if required)
3. Rules-driven Workflow (Implemented based on a sequential workflow.
The rules dictate the progress of the workflow)
The Benefits of Workflow Software
Workflow software provides organizations with the technology functionality,
enabling them to innovate and create new working environments that not only
define the business process and tasks, but execute and run them through
common day-today applications like Outlook and Word.
1. Improves productivity – Automated workflows reduce the time spent on
manual tasks.
2. Visibility – Workflows enable managers to see what is happening with
business critical processes at every point along the process, and at any
moment in time.
3. Faster business reaction to change – Workflow software enables
organizations to react quickly and smoothly to market changes through
process modifications.
4. Improves Accountability – Monitoring time to execute business functions
creates productivity measurement and continual process improvement

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Steps for creating Workflow –
1. Step 1 – Go to Marketing Activities tab and select Workflows –

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2. Step 2 – Select Create New Work Flow  Create from Blank

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3. Step 3 – Organize triggers and action in proper sequence.
Types of Triggers –
1. Simple, time-based trigger: With the CallidusCloud Marketing solution,
it is easy to set up time-based, periodic triggers for your email nurture
campaigns.
2. Action-based triggers: The CallidusCloud Marketing solution allows you
to customize responses for each prospect based on their response to emails
(such as never opened, clicked-through, no clicks after opening). Complex
logic paths with subtasks support your most intricate nurture campaign
tactics.
Triggers available on Callidus Cloud –
 Contact field
 Wait Time
 If exit in List
 If email sent on
 Email Response
Actions available on CallidusCloud
 Send Email
 Assign Score
 Assign label
 Update Contact
 Add to mailing List
 Remove from Mailing List

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Triggers and Actions organized accordingly ( TEST )

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4. Save  Preview

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4.4 Reporting and Feedback –
Using Callidus Cloud 4 types of reports can be generated. Namely -
1. Campaign reports:
Track the leads you acquire from each campaign and sub-campaign. Know
which companies those leads are from.
2. Email reports:
Track how many of your emails are opened, are forwarded, and result in
single- or multi-page visits. Monitor the open and click-through rate.
3. Workflow reports:
Keep track of each of your drip campaigns, your nurtured leads, and their
responses at each leg of the workflow.
4. Web traffic reports:
Know your visitor statistics in detail. Analyze your traffic and leads, their
sources, the growth trend, and the conversion ratios.

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Steps for Creating Workflow Reports –
1. Step 1 – Click on reports

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2. Step 2 – Select the Workflow for which report has to be generated

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3. Step 3 – Check Statistics

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4. Step 4 – Check detailed Statistics per lead

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4.5 Skills Acquired –
Following Skills were acquired during the project –
1. Effective use of Google Search Operators. (Symbolic Operators )
Alphabetical Operators.

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2. A/B Testing
A/B testing (sometimes called split testing) is comparing two versions of a
web page to see which one performs better. You compare two web pages by
showing the two variants (let's call them A and B) to similar visitors at the
same time. The one that gives a better conversion rate is made Active.
(Generic Image )

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5. Data Collection –
1. Generic Data Collection –
Data received from Form Fills , Contact us pages is called Generic Data .
Some of the forms used for Generic data usage are as follows :-
 Webpage - http://www.raptivity.com/contact-for-demo.html
The workflow is triggered depending on the webpage specific form fill.

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 Webpage - http://www.raptivity.com/free-trial.html

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6. Recommendations and Conclusions:-
6.1 Conclusions -
1. Company is using advanced tools and techniques in marketing their products.
2. Database Management and Lead Nurturing as well as Lead Capturing is done in a
proper manner.
3. Lead Scoring and Lead Labeling not used effectively.
6.2 Recommendations –
1. Complex Workflows should be made by understanding the consumer behavior.
2. Lead Scoring should be enabled
3. State Machine workflows should be used.