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Navin Rammohan is Vice President, Segment Head Marketing at Infosys, London, UK. He talks about his award winning approach to account based marketing and how Infosys has changed the way tennis is consumed. 

Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20+ years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. 

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Navin Rammohan recounts how In the last decade or so the technology spends were increasingly made by other CXOs. In this segment the company realised that Infosys does not have high brand recall when compared to Top Global IT service providers. Besides instead of merely talking to CIOs, it became imperative that Infosys talked to all the CXOs, since a large part of IT related spends were made by CMO, CSO etc. Navin also explains how it became critical therefore for Infosys to adopt Account Based Marketing . 

He believes that this is a much more effective approach, wherein the marketeers look at an important account as one market. And since a lot of business was repeat business, it was important to market to other CXOs, within the existing roster of clients. He stresses on the need of sales and marketing to get aligned in order for ABM to be truly effective. He recommends that sales and marketing teams co-locate and develop a cohesive strategy for every account. He explains that ABM requires a great deal of customisation and how even Infosys website is customised to different accounts and displays what will be relevant to them. 

Navin stresses on the fact that ABM requires building trust and strong relationships with clients . Navin then dwells on using events and sponsorships to drive brand awareness and recall. He outlines the unique and innovative ways in which Infosys has developed a 'true partnership' with Grand Slam Tennis. He explains how Infosys chose tennis over other games, since it was popular in its relevant markets and had tournaments running all year round. Infosys also believed could that technology could actually impact the experience of consuming tennis. Unlike regular sponsorships Infosys doesn't just slap our logo on the tennis tournaments.Infosys has used is as an experiential marketing exercise, wherein they use the work they have done with tennis consumption and analytics as a way to showcase what is possible with data analytics and AI. 

Clients can see that the Infosys partnerships have truly changed the way Tennis is consumed. Infosys Tennis Platform, or ITP, is a suite of digital technology tools contextualised to multiple aspects of analysing and experiencing tennis.Infosys has used various innovations like virtual reality headgear, wherein a person can visit different parts of the stadium. The tennis partnership & ITP has certainly helped in opening C-level doors and nurturing existing relationships at marquee companies for Infosys. 

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