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In today’s age of the ‘always on’ customer, CMOs need to be comfortable in operating in a data-driven, customer- centric, multichannel world. If CMOs want to be successful in their role, they have to evolve from being custodians of the brand to being true business partners in driving growth. One of the key reasons of success as a marketing function at SAS is its absolute alignment to business goals and revenue metrics.


“As marketers today, we have access to unprecedented amounts of data and at SAS, we have been relentless in our efforts to foster a data-driven culture that relies on analysis to develop, execute & measure our initiatives. By leveraging the capabilities of various SAS analytical tools, we have effectively transformed ourselves to be in a strong position to strike a balance between art and science, and are able to provide insightful direction and attribute marketing investments to business success. Also within marketing, we give each other the permission to fail. We have to take risks if we are going to stand out in the market – there is no way around it.  So my job today, is to create the right environment for people to experiment as opposed to an environment that knows exactly what it’s doing because it’s been tried before,” says Kunal Aman, Head of Marketing - SAS Institute India.


SAS reinvests more than 25% of its annual revenue in R&D for fostering innovation and staying ahead of the curve. That’s the reason SAS has been able to come up with innovations such as SAS Viya, an open, cloud-ready analytics platform, which was cited in The Forrester Wave: Enterprise Insight Platform Suites, Q4 2016, in which SAS was named as the only leader. Even in the space of the much talked about Machine Learning Solutions, SAS earned the highest scores in a recent analyst report across all three categories - current offering, strategy and market presence.


“In this connected world, I don’t believe organizations can survive, much less transform without the right partnerships and solution providers. Who and how many you end up selecting to partner in your journey may depend upon your specific business priorities but each partner will probably bring in something unique which is critical to the success of the transformation journey. A trusted partner will possess a strong understanding of your industry, breadth and depth of products/ services, a keen ability to marry a digital solution to your business problem & a track record of innovation. Working together with the right partner can help enterprises execute on a digital transformation strategy faster and at lower cost while giving them a competitive advantage,” sums up Kunal.

 

Kunal Aman
Head of Marketing - SAS Institute India

 

Tags: SAS analytics solution, cmos, Kunal Aman, Head of Marketing, SAS Institute India, kunal aman sas institute india, varindia cmo special, cmo special, september issue, varindia september issue, varindia

 

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