EXECUTIVE SKILL DEVEOPMENT PROGRAM

LEVEL I: ENTERPRISE IT SERVICES MARKETING

Level I: Enterprise IT Services Marketing
Function Competencies
Marketing
Strategic Research
Business Development
Marketing Communication
Analyst and Advisor Relations
Go-to-Market Strategy
Alliance Management
Sales Support
Pre Sales
Proposal Management
Manish Tiwari
Level I: Enterprise IT Services Marketing
Research
Business Development
Vertical Knowledge
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Research Tools
IT Industry Fundamentals
Soft Skills
Pre Sales
0 2 years 2 4 years 4 6 years > 6 years
Moderate Elementary Expert
Horizontal Knowledge
Skill Matrix
Manish Tiwari
Level I: Enterprise IT Services Marketing
With the emergence of alternative forms of computing the traditional model of IT Services is in a
period of transition. As the enterprise IT landscape undergoes transformation with cloud
computing gaining traction, there will be need for trained marketing personnel with skills to
analyse the evolving technology landscape and assess client requirements to keep their IT services
organization ahead of the curve and guide the sales personnel in offering appropriate business
solution to the clients.

To address the evolving functional capabilities requirement of IT Services Marketing and Sales, a
comprehensive training program Enterprise IT Services Marketing has been designed to lay
framework for broad capabilities development of marketing and sales personnel.

The Executive Education Program is intended for junior marketing and sales personnel,
technical people interested to switch to business role and MBA freshers. The emphasis of the
program is to impart conceptual knowledge and a build a strong foundation for personal
development to enable contribution for strong organization growth.
Manish Tiwari
Level I: Enterprise IT Services Marketing
The core objectives of the program are
Improve competitiveness of the Marketing personnel
Better alignment and cohesion with business units
Reduce redundancy in the Marketing division and thereby the cost
Visibility into career progression

The approach is to channelize the efforts in a focussed direction to enable individual development
as an expert in a specific area. The program intends to provide individuals with clear visibility into
marketing and sales career path to enable them to plan for career advancement in their area of
interest.

Alternatively the program also intend to develop strong foundational knowledge to enable the
personnel to evolve as a consultant in an identified service line for specific industry vertical in line
with the organization requirement. Usually people from marketing move into similar profile in a
different company or different department within the company which may not leverage the
acquired knowledge and may also lack continuity that might prevent the individual from realizing
true potential. The benefits to organization are in terms of improved productivity and better
quality deliverables and an experienced talent pipeline.
Manish Tiwari
Level I: Enterprise IT Services Marketing
Function Module Topics
Assignment
Foundation
Module
Marketing
Concepts
Overview of Marketing & Sales
Marketing Classification
Presentation on IT
Industry, Product &
Services Functions
Presentation on
ranking of Indian IT
Service s companies.
IT Industry
Overview
IT Services Industry
Classification
Verticalisation
IT Services
Marketing
Introduction to IT Services
Marketing
Presentation on
marketing organization
structure of top 5 India
service providers
Corporate Marketing Team
Vertical / Services Marketing
( Roles & Responsibilities)
Services
Capabilities
Development
Alliances
Presentation on service
provider alliances
M&A in IT Industry
Identify M&A in IT
Services Industry
Indian & Global
Day I
Level I: Enterprise IT Services Marketing
Function Module Topics
Assignment
Strategic
Research
Research
Introduction
Research Objectives &
Approach
Research Methodologies &
Tools
Prepare a Research
guideline identifying
key areas
Business Plan
Technology Services Market
Assessment
Geographic Market
Assessment
Prepare a business plan
for investments in the
identified Verticals &
Horizontals.
Competitive
Assessment
Competitive Intelligence
Prepare competitive
evaluation report of
tier I and global service
providers
Trend Analysis
Technology Trend Analysis
Business Trend Analysis
Prepare report on top
technology trends
Day I
Level I: Enterprise IT Services Marketing
Function Module Topics
Assignment
Offshore
Outsourcing
Offshore
Outsourcing
IT Sourcing Models
Client Outsourcing Process
Prepare a report on
Offshore Outsourcing
highlighting IT
functions offshored and
top Offshoring
destinations
Pre Sales Pre Sales
Sales Process Overview
RFI and RFP Value Chain and
Evaluation Mechanism
Case Study
Develop RFI & RFP
response framework
Business
Development
Business
Development
IT Services Demand
Management
Account Management
Prepare account profile
Day II
Level I: Enterprise IT Services Marketing
Function Module Topics
Assignment
Analyst
Relationship
Analyst
Relationship
Analyst Relations Functional
Capabilities
Analyst Relations Organization
Structure
Technology Research
Organization Overview
IT Outsourcing Advisory
Companies
Identify IT Industry
Events
Prepare a note on role
of Nasscom
Marketing
Communications
Marketing
Communication
Marketing Communication
Activities
Marketing Communication
Channels
Day II
Level I: Enterprise IT Services Marketing
Function Skills Activities
Communication,
Presentation &
Interpersonal
Customer Interface Skills
Excellent presentation and interpersonal
skills
Ability to communicate individually and in
groups
Senior Management Interaction
Interaction at Senior Management level
Cross Functional Team
Interaction
Demonstrated ability to work closely with
cross functional teams, comprising of
both technical and non-technical
personnel
Ability to balance technical and business
issues as well as communicates
appropriately with both technical and
business experts
Organizational Program Management
Strong Project Management &
Organizational Skills
Others Financial Awareness
Entrepreneurial thinking and financial
knowledge
Broad understanding of macro economic
environment
Day II
Level I: Enterprise IT Services Marketing
Participant Objective
MBA Students
Candidates who would be interested to make a career in the Marketing
function in the IT industry.
Fresh recruits Candidates recruited for marketing and sales function in the organization
IT Marketing Professionals
(1 to 3 years)
Professionals who would like to enhance their knowledge and expand
their skill set for a more broad base role and better career prospects.
Technical People
Technical people who would like to improve their knowledge and
develop skills for transition to business role. The program will also
enable the technical people to improve their knowledge of vendor
evaluation mechanism which will help in providing a more effective
response to RFI and RFP.
SaaS Providers
The current model of cloud companies is inclined on the inside sales
representative approach which will evolve over a period of time as the
need for personal contact with client becomes imperative as highlighted
in Gartner research. The emerging companies providing IT services
through cloud computing will gain useful insights for the marketing of
their services as they expand the scope of business and geographical
reach.
Who will Benefit?
Manish Tiwari