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Global Demand Generation

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Standard Operating Procedure

Global Demand Generation

|Document Identification Number (For this Document) : BIRLASOFT/SOP TPL/SoP Template |
|Document Identification Number : BIRLASOFT/SOP<XX>/<SOP Name> |

|Activity |Dept/Group |Name |Signature |
|Prepared By |< XXXXXXXXXXXXXXXX> |<XXXXXXXX> | |
|Reviewed BY |< XXXXXXXXXXXXXXXX> |<XXXXXXXX> | |
|Approver 1 |< XXXXXXXXXXXXXXXX> |<XXXXXXXX> | |

Version Control History

|Version No. |Description Of Change (include the sections # that are modified) |Date of Release |
| | |( dd-mon-yy) |
|V 1.0 |First Version Release |<XXXXXX> |
|V1.1 | | <XXXXXXX> |

Table of Contents

1 Policy 4

2 Purpose 4

3 Objectives & Goals 4

4 Process Design: Workflow, Description, RASCI 5

4.1 Process 1 : Name 5 4.1.1 Process 1 : Workflow Diagram 5 4.1.2 Process 1 : Description 5 4.1.3 Process 1 : RASCI 5

5 Risks and Issues and their Checkpoints and Controls 5

6 Measurements & Metrics 6

6.1 Output Items 6

7 Interfaces and Dependencies 6

8 Communication Protocols and Escalation Matrix 6

9 Tailoring and Exception handling guidelines 7

9.1 Tailoring 7 9.2 Exception Handling 7

10 Frequency of review 7

Policy

The Demand Generation Group will be responsible for running multiple Direct Marketing campaigns for securing Qualified Leads in form of Telephonic and Face to Face meetings with prospects across Geographies and Technologies against a particular request.

Purpose

The purpose of this document is to describe the complete process right from initiation of a Demand Generation Campaign including all that is required for campaign execution till closure of the campaign.

Objectives & Goals

This section will state the objective of the Process along with quantitative goals (also audit goals) the process is expected to achieve.

|Type |Goal |Objectives |
|Meetings( Telephonic/ |To identify the right party contacts for a |To secure qualified leads meeting BANT( Budget, |
|Face2Face) |defined service offering in a defined region |Authority, Need, Time) Criteria |

Process Design: Workflow, Description, RASCI

1 Process 1: Global Demand Generation

1 Process 1: Workflow Diagram

[pic]

2 Process 1: Description

This procedure defines the Demand Generation process and shall be applicable across all Geographies. The process is initiated with a formal request to Marketing Team in the form of Campaign Validation Request (TPL-XXX-DG Campaign Validation Request) or Request from partners for a specific campaign. The process ends with handing over the Qualified Leads to the Sales team and communicating the campaign results & Target Vs. Achievement. The activities involved can be grouped under the following phases:

• Planning • Execution • Review/Course correction • Reporting/Learning
The procedure describes the detailed sequence of activities, responsibilities, data to be generated and reported and Service Level Agreement (SLA) to be adhered to.

Scope of Solutions includes:

• Contacts Database Acquisition and Cleaning • Email Marketing to Prospects • Call Campaign to identified list of contacts • Designing & developing Creative • Lead Qualification (BANT Qualification) • Arranging Face to Face or Team interactions with a Qualified lead • Identifying and responding to RFPs, RFI opportunities • Collection of Metrics and Target/Achievement • Handover of Qualified leads to Sales/BRM for pursuit • Preferred Supplier Empanelment

The Demand Generation Process gets initiated when the Marketing Team receives Campaign Validation Request (TPL-XXX-DG Campaign Validation Request). The Requests can be raised by Birlasoft Sales Directors & BRMs, Birlasoft Geo & Business Leaders &Practice Leaders

• On receipt of Request, Marketing shall arrange a briefing meeting to understand the requirement in detail. The meeting shall be headed by Technical Expert, Vertical/CoE along with Sales team and respective Geo-Marketing Managers (GMM). • Geo-Marketing Manager shall then execute the Campaign Planning and Validation Checklist and share it with the outsourced Demand Generation (DG) Team. • DG Team shall understand the requirement from the checklist and GMM shall initiate planning and arranging training sessions on the requirement after ensuring the availability of Contact database. GMM shall decide to procure a new contacts data base if the database does not exist for a particular requirement. • Data base cleaning shall be executed by the outsourced DG team to ensure contacts have updated phone numbers, email IDs and other details. • On Completion of training, DG team shall develop the Campaign content; clarify doubts with GMM if any. • GMM shall brief the Creative team to initiate the Design and Development of Creative required for starting the campaign. GMM is also responsible to Plan the Campaign period, SLAs to be adhered to and start/end dates in parallel and communicate it to all concerned stakeholders, DG team, and Creative team/Designers.

Campaign Execution Phase shall be initiated on receipt of the final Creative from the Designer.

• Email Marketing Campaign to all the consolidated list of Contacts shall be initiated by the DG team. Within 1-3 working days of sending the email the call out must start. • On response from the call recipients, leads shall be qualified as per the BANT Qualifier. • Budget • Authority • Need • Time • If there is no response from the recipient, the lead shall be classified as a Cold Lead and shifted back to the database for follow up calls. • Status report shall be prepared and published by respective GMM after getting inputs from DG team and Sales/BRM. Recipients of the Weekly Status Report shall be Sales Leads/ Campaign Stake Holders

3 Process 1: RASCI

This section will contain the responsibility assignment matrix for activities conducted for achieving the objectives, where

|# |Activity Description |R |A |S |C |I |
|2 |Database |GMM |GMM |DG team |RBG/VBG |RBG/VBG |
|3 |Creative/ EDMs & Collaterals |GMM |VBG/RBG |Design Team |VBG/RBG |VBG/RBG |
|4 |Execution |GMM |GMM |DG team |VBG/RBG |VBG/RBG |

Risks and Issues and their Checkpoints and Controls

This section will mention the stages and criteria in the workflow where checkpoints and controls need to be defined, e.g. audit requirements, threats/vulnerabilities of the process can be one of the inputs to define controls and checkpoints e.g. < for BGC process – list of GE certified BGC agencies, BGC related information solicited at the time of selection, etc >

|# |Risks |Checkpoint / Controls |Frequency |Process Step Reference |
|1 |Scheduled Meetings getting |Periodic Update to concerned |Weekly |NA |
| |cancelled due to non |stakeholders to inform regarding the | | |
| |availability of Prospect or |change in the scheduled meetings to | | |
| |Birlasoft Representative |prevent miss | | |

Measurements & Metrics

On review of response on the Weekly Status Report, course corrections shall be suggested by GMM on consultation with Sales /BRM, and CoE Verticals. Defined are three tactics of Course Corrections:

Maintains Status Quo - Status Quo needs to be maintained with the prospects that have expressed interest and needs to come up with the specific needs/opportunities or request for a meeting.

Go Slow/Stop – If the database quality is <70% accurate OR if the responses from the defined target audience is < 30%, decision shall be taken to slow down or stop the DG Campaign.

Go Faster/Stronger – if the database quality is > 80% accurate and also if in case of large number of positive responses and qualified leads from the DG Campaign, decision shall be taken to increase the volume of calls by adding more people to the job or procuring a fresh database

|Metrics |Responsibility |Frequency |
|Data Base Build Up |GMM/ DG Team Member |Once in 2 days |
|# of Leads Secured |GMM/ DG Team Member |Weekly |
|Campaign Progress |GMM/ RBG |Weekly |

1 Output Items

• Data Base / Right Party Contacts • Telephonic Meeting • Face to Meeting • RFI/ RFP document • Getting empanelled as Vendors

Interfaces and Dependencies

• Regional Business Groups,

• Vertical Business Groups

• Marketing Design Team

Communication Protocols and Escalation Matrix

Describe the communication and escalation protocols for the process area under consideration here.

|Items to be communicated |When |To Whom |By Whom |Escalated To |
|Leads Secured |Weekly |Sales/ vertical Practice |GMM |Global Head of |
| | |Leaders | |Marketing |
|Cancelled Meetings |Case Basis |Sales Leaders |GMM |Global Head of |
| | | | |Marketing |

Tailoring and Exception handling guidelines

1 Tailoring

• NONE

2 Exception Handling

This section will describe the exceptions/breaches that can take place while process execution and the steps for exception handling as well as the approvers of the mentioned exceptions.

|# |Exception Handling Scenario |Steps to be taken for Exception |Internal Approver |External Approver for |
| | |Handling |for Exception |Exception |
|1 |Data Base Procurement |Approval Needed |Global Head of |- |
| | | |Marketing | |
|2 |Research Report Procurement |Approval Needed |Global Head of | |
| | | |Marketing | |
|3 |Adhoc DG Campaign requests |Approval Needed |Global Head Of | |
| | | |Marketing | |

Frequency of review

Please include / state here the frequency at which the procedure will undergo planned review and modification at a minimum.

GMM shall document all the learning as well as the key metrics like Target Vs. Achievement and publish to Regional Business Groups, Vertical Business Groups. This is done on a weekly basis to keep abreast of the campaigns in progress.

The following metrics shall be captured: • Target Vs. Achieved. • No. of Opportunities generated • No. of Wins/Qualified leads

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