Recent Trends in M&S Globalization
With increasing globalization, companies are leveraging emerging locations for R&D and support functions such as F&A and HR. However with rising pressures to drive top line growth, companies are now offshoring M&S activities to emerging destinations to tap the domestic and regional markets.
Processes that are most matured for global sourcing are
- Market Research
- Competitive Analysis
- Data Mining & Analysis
- Customer Profiling
- Licensing & Cross/Up-Selling
- Web Based Interactive Solutions
Source: Zinnov 2009 Benchmarking Study
Average Cost per FTE for Global M&S Location = 19,000 USD per Annum. Data from over 50 companies with >100 FTEs in M&S shared services
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Zinnov to soon launch 2010 M&S Benchmarking Study
Zinnov is launching a comprehensive 2010 M&S survey to address the following needs:
- Process level benchmarking: The need to understand how peer group companies are performing across metrics and various M&S processes, since this is becoming critically important as companies continue to look for cost savings.
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20 Plus Global Locations Analyzed by Zinnov for tracking Global M&S talent pool. We have designed a robust quantitative methodology to measure and validate city level talent pool. A new revolutionary breakthrough model in the industry
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Interesting Graphs from 2009
Benchmarking Studies
- Quality and quantity of talent for S&M functions in emerging countries
- Globalization maturity processes for Sales & Marketing
Global M&STrends:
Sound bites from the global grounds:
"Many companies have offshored M&S activities such as Market Intelligence and Pre-sales to countries like India. This helps them to better understand and tap the markets in the region to provide localized solution"
Source: Discussions from Confluence 2010- San Jose CA
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