One B2B marketer on why the CMO has to be the ‘nerve centre’ of the business
It may have only existed for 20 years but the TCS marketing department has changed the business’s approach to brand building for the better – and added billions of dollars of value to the brand.
It seems remarkable for a business that turns over $29bn (£23bn) in revenue and was founded in 1968 that Tata Consultancy Services (TCS) created its marketing department just 20 years ago in 2004.
The IT services and consultancy business only decided that something was missing at the heart of its business when it applied for an IPO and became a public company. Two decades on from that and its global CMO Abhinav Kumar believes the marketing department has “come a long way” in a short time. “As a startup function inside a company which had a much longer tenure, we had to build really fast while working in an environment as the company was growing very, very rapidly,” he tells Marketing Week.
