Summit Europe Return On Integration ROI Award Winner Tata Communications Ltd

ROI Honor Winner: Tata Communications Ltd

Speaker(s):  Mehul Kapadia

The marketing and sales transformation at Tata Communications is best embodied by its internal mission to create a cohesive "lead to cash cycle" that connects all marketing, sales and customer delivery activities. To make this goal a reality, Tata Communications have overhauled its global marketing organization, aligned the mix of marketing and sales activity to its sophisticated approach to segmentation and account hierarchies, created multiple centers of excellence to upskill its teams, incubated a digital and technology infrastructure for scale, and introduced a unified data model that provides a single view of the customer. The result is a streamlined, end-to-end revenue generating function with a clear strategy and steadfast focus on customer value.