Company: Wipro Technologies, Bangalore, India
Company Description: Wipro Technologies is one of India’s largest companies with revenues of $1.2 billion and CAGR of 42% over last 5 years. Founded in 1945 by our chairman Mr. Azim Premji, Wipro is a pioneer in the software outsourcing industry. It has about 350 clients (many of them Fortune 1000 companies) and 30,000 employees globally. Wipro is world’s first PCMM, CMMi and CMM Level 5 certified IT services company.
Nomination Category: Organization Awards Categories
Nomination Sub Category: Best Marketing Organization

Nomination Title: Wipro Technologies Marketing Department

1. Tell the story about what this nominated organization achieved in the past year (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

Like many IT firms, Wipro Technologies experienced stagnation in revenue growth
in 2000. With the dot-com bubble bursting and an economic slow down,
companies across all industry faced a highly challenging and extremely
competitive marketplace. Wipro’s senior management decided to meet the
challenge head on. Sales revenue growth targets were set at 30–40% year to year,
and profitability was to remain high, despite the tough economic environment.

We clearly identified demand generation as one of the marketing focus areas and
ensured that each of the activity clearly contributes to tangible results. For
example, while most of the organizations would treat the corporate website as a
branding tool, we went that extra mile to turn web into a lead generation engine &
one that offer’s tremendous prospect/customer insights. Today, www.wipro.com
serves as the largest channel for lead generation.

A brief description of Wipro’s various cost effective, high impact initiatives
are given below:

1. Search engine promotions—Wipro is featured in the top 10 Search Engine
rankings for more than 100 key-words like “offshore sourcing.” These efforts led to
a substantial increase in qualified targeted audience visits. Today search engine
queries generate one-third of Wipro’s web-based leads.

2. Top 100 IT portals and directories —Placement of Wipro-developed thought
leadership content on websites where buyers and influencers go for information.
This has become increasingly more important to a large portion of buyers who rely
on white papers when developing RFIs/RFPs and use them to evaluate IT products
and services.

3. Web-seminars/events—Wipro’s periodic web seminars are designed to educate
its target audience while reaching them via a soft-sell approach. Clients, analysts
and thought leaders speak on a range of topics that may include: offshore
outsourcing, vertical industry themes, supply chain, etc. Approximately 50–300
people attend each web seminar.

4. Tele-sales—Telesales activities target Wipro’s high-potential accounts.
Contacts generated for the high potential accounts via pull channels are targeted
via customized value propositions.

5. Direct mail—On a monthly basis, prospects receive case studies, white papers,
etc. via email based on their specific interest and industry.

6. Newsletters—Wipro has developed a series of vertical industry-based
knowledge newsletters that include news, white papers, case studies, ask-the-
expert, and more. These newsletters, called Connect, are sent out to 6,000+
accounts that have requested further updates. Connect also helps build and
maintain Wipro’s brand awareness among prospects.

7. Increasing brand recall – Media plays a significant role in building a services
brand. Wipro targeted various journals and publications and was able to get the
maximum exclusive media mentions in the US over its Indian competition and thus
commanded higher visibility and recall.

8. Building a brand globally – Industry analyst firms are key in influencing large
contracts and advising their clients. Today Wipro is ranked as a leader amongst
all the major players in global delivery model by all leading analyst firms. 

The measurable benefits delivered to the organization are summarized as follows:
- Today Marketing contributes to more than 51% of new business (since 2003-04)
from a miniscule percentage in 2000-01.
- Return on marketing investment defined as contribution to new business divided
by marketing investment in dollars is calculated as 51.
- 1125 leads and out of which 265 were from Fortune 1000 companies (Increase of 350%)
- 90 RFI/RFPs were received through website -- greatly reducing the sales cycle
time.

2. List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

ITSMA award for Services Marketing Excellence
http://www.itsma.com/news/newsfromitsma/102203pr.htm

First IDC CMO Best Practices Awards for Marketing Measurement and Metrics
http://www.idc.com/getdoc.jsp?containerId=pr2003_12_17_170456

Wipro Weblog
http://www.wiproweblog.com

Wipro homepage
http://www.wipro.com

Wipro thought leadership content
http://www.wipro.com/insights

TIME Magazine profiles Vivek Paul among 25 Global Business Influentials 2004
http://www.time.com/time/magazine/article/0,9171,1101041220-1006663-5,00.html

Wipro tops offshoring list
http://www.eet.com/sys/news/showArticle.jhtml?articleId=29100601

THE BEST & WORST MANAGERS OF 2003 -- THE BEST MANAGERS - Vivek Paul
http://www.businessweek.com/magazine/content/04_02/b3865706.htm

Wipro ranked as the leader in remote data center management
http://www.wipro.com/newsroom/newsitem/newstory380.htm

Wipro Technologies named Asian Most Admired Knowledge Enterprise
http://www.wipro.com/newsroom/newsitem/newstory369.htm

European firms attending Wipro’s Strategym event in London affirm global sourcing
is becoming a strategic imperative
http://www.wipro.com/newsroom/newsitem/newstory368.htm

Wipro rated as a leader in META Group’s offshore sourcing METAspectrum
evaluation
http://www.wipro.com/newsroom/newsitem/newstory362.htm

Wipro leads global delivery model wave
http://www.wipro.com/newsroom/newsitem/newstory347.htm

IDC rates Wipro as the leader among worldwide offshore service providers
http://www.wipro.com/newsroom/newsitem/newstory345.htm

3. Provide a brief (up to 100 words) biography about the leader(s) of this nominated organization:

As the Vice President and Chief Marketing Officer of Wipro Technologies Sangita
Singh is responsible for building the Wipro brand globally and marketing Wipro’s
solutions & services across Americas, Europe and Japan. Her marketing efforts
involving Web and PR as vehicles of demand generation and brand building have
been lauded by industry analysts & media. Under her leadership, Wipro won two
technology marketing best practices awards: the IDC CMO global best practices
award and ITSMA (IT Services Marketing association)’s Services Marketing
Excellence award.

Her stated goal is to have the Wipro brand among the top 10 IT services brands
globally.