OnBase: Smashing Sales and Marketing Misalignments Ep. 416 | Transformational Journeys: Insights into Equisoft's Evolution and Strategies for Success
Episode Summary
In this episode of Sunny Side Up, Devan Cohen interviews Vikas Kalra, a marketing professional with 15+ years of experience. With an MBA, Lean Six Sigma certification and a background in economics, Vikas discusses his journey from managing large accounts in paid search to his current role as a marketing leader at Equisoft. Based in Toronto, Canada, Vikas balances his professional life with his role as a father of two and his interests in spirituality, travel, and tea. He is a certified tea sommelier and a travel advisor in Ontario. Vikas sheds light on Equisoft's transformational journey, strategies for success, and the pivotal role of face-to-face interactions and events in their ABM space. He also discusses the synergy between sales and marketing enablement, and how they work together to nurture target accounts through effective CRM management and data-driven approaches.
About the Guest
Vikas is a seasoned marketing professional with over 15 years of expertise across diverse functions in the marketing landscape. He holds an MBA, Lean Six Sigma Certification, and a BA in Economics, which has fueled his passion for data-driven and process-oriented strategies. Currently based in Toronto, Canada, Vikas balances his professional life with his role as a father of two. Beyond the business world, Vikas has a deep interest in spirituality, travel, and tea. He is a certified tea sommelier and a travel advisor in the state of Ontario.
Key Takeaways
- Vikas’s primary objective is to manage a healthy pipeline of prospects and nurture existing ones.
- Diverse digital marketing functions and integrated approaches have shaped Equisoft's growth.
- Face-to-face interactions are crucial for building trust in long sales cycle markets.
- Trust is essential in the insurance sector for major digital transformation projects.
- Events play a significant role in breaking through the noise and connecting with prospects.
- ABM strategy relies on data integrity, CRM management, and sales-marketing collaboration.
- Sales and marketing enablement ensures synergy for successful ABM execution.
- Successful marketing involves balancing digital efforts, event participation, and effective CRM usage.
- Strong data utilization and meaningful interactions underscore successful marketing endeavors.
Quote
“Action is key. Action is critical. CRM plays a big role in that." – Vikas Kalra
"Growth is hidden in tweaking your existing processes, starting somewhere subtle, not in completely restructuring your processes."– Vikas Kalra
Recommended Resources
Books:
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