As we expand our coverage of the marketing function at HfS, we have observed the nascence of offerings in this space from the IT, BPO and shared services industry. Customer service and sales support was the traditional route to reaching the CMO’s mandate for several years for service providers. In this scenario, in 2008 we saw the emergence of a ‘pure play marketing BPO’ firm (or MPO) – CMO Axis. However, digital proliferation, emerging technologies such as analytics tools and services and social media integration have shifted buyer consumption trends in this horizontal, creating new opportunities all around. We present the excerpts of our conversation with CMO Axis’ Founder & Director, Vinod Harith, discussing the implications of change, challenges and opportunities for the company as it made a brave new business case in the last six years as the first ‘MPO’ in town.
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