Marketers, take note. India is adding marketing operations thought leadership to its repertoire. I was very impressed by an article published today by thehindubusinessline.com on "Transforming Marketing" by Mohanbir Sawhney. Okay, we like to use the phrase "Changing the M.O." and Mohanbir uses more mainstream terms like "transform" and "reinvent," but we think very much alike.
Here is his seven-point manifesto for CMOs to transform marketing: 1. Market the marketing department 2. Change the marketing mindset 3. Earn credibility through customer expertise 4. Focus on the customer experience 5. Think in process terms 6. Create an ROI culture 7. Embrace technology
It almost makes me wonder if he checked out the M.O. Partners’ website before writing his piece (<:}. Check out the complete article.
Note: Before anyone calls me on it, Mohanbir Sawhney is actually based here in the US serving as Professor of Technology and Director, Center for Research in Technology and Innovation at the Kellogg School of Management in Evanston, Illinois. Before receiving his Ph.D from the Wharton School of the University of Pennsylvania, he studied Marketing at the Indian Institute of Management in Calcutta and Electrical Engineering at the Indian Institute of Technology in Dehli. Also his manifesto has appeared in a variety of publications prior to Hindu Business Online, including CMO Magazine. You can check out his website here.. Gary
