While sales and marketing teams often are equipped with better tools than ever before-from more-sophisticated CRMs to specialized marketing automation platforms and customer success software-their experience with the expanding tech stack is often marred by spotty adoption and poor integration. For GTM executives to make informed decisions, the operations functions that support sales, marketing, and customer success must work together to produce data and insights that meet consistent standards and metrics as they track customers moving along the purchasing journey.įew GTM functions perform that way today. Increased customer sophistication has made sales and marketing more complicated, as have a proliferation of tools, data, and metrics, faster product and services innovation, and lower competitive barriers. Many GTM executives today wrestle with achieving efficient, predictable, and sustained growth. The Challenge for Sales and Marketing Today 15% to 20% increases in internal customer satisfaction.10% to 20% increases in sales productivity.100% to 200% increases in digital marketing ROI.Top B2B technology companies, led by software as a service (SaaS) providers, are reporting substantial benefits, including: RevOps, the concept of centralizing operations teams from marketing, sales, and customer success, has emerged as a high-impact way to accelerate revenue growth and go-to-market (GTM) operations efficiency through tighter alignment of these functions. Such changes also will continue to provide companies with sustainable advantage, once demand for their products and services fully rebounds. These changes will take on heightened importance as tech players adopt more virtualized sales motions in response to the coronavirus crisis. Chief revenue officers, as well as other leaders of sales, marketing, and customer success functions, must evolve their operating models if they hope to stay ahead. New technologies and increasingly sophisticated buyer behaviors are changing how customer acquisition and retention are managed at B2B technology companies. Technology, Media, and Telecommunications.On full scholarship, Effendy graduated with Honours in Electronic Engineering with Optoelectronics from University College London, and has completed executive leadership and advanced management programmes at INSEAD and Columbia Business School. He also serves on the Board of Principal Asset Management. Prior to joining CIMB Group, Effendy spent the early years of his career in several international companies in a corporate development capacity, mostly involved in private equity, merger and acquisition activities across Asia Pacific and general business expansion initiatives.Įffendy’s additional Board responsibilities include serving as Chairman of CIMB Vietnam. Before that, he served as a Director in the CIMB Group’s Investment Banking Division, primarily focusing on corporate advisory and origination. Preceding that, he was Group Chief Marketing and Communications Officer, managing the CIMB Group’s entire marketing and communications initiatives and lead franchise-wide efforts to ensure a consistent and differentiated CIMB brand for all of the CIMB Group’s businesses across the region. Prior to that, Effendy was CEO, Group Commercial Banking at CIMB Group, managing CIMB Group’s regional banking businesses for the small and medium enterprise and mid-sized corporate segment, with a key focus on creating differentiated propositions and executing long term growth strategies. At the same time, he was also responsible for CIMB Group’s asset management and investments business across both public and private markets, including its regional asset management business, its private equity fund management business and proprietary equity investments portfolio. Prior to that, Effendy was CEO of Group Ventures & Partnerships at CIMB Group, where he was responsible for the development of the Group’s new and disruptive revenue and value creation streams, with a focus on cultivating new-age partnerships at scale, venturing through selective strategic investments in platform-based businesses, and managing its digital banking franchises. In this role he oversees all of CIMB Group’s investments, partnerships and value creation activities in the digital space including CIMB’s digital banking franchises in Philippines and Vietnam. Effendy also serves as Executive Director of Touch ‘n Go and Chairman of TNG Digital, the operator of the Touch ‘n Go eWallet.Įffendy has spent the last 18 years at CIMB Group, where he still serves as Chief Executive Officer of CIMB Digital Assets. Effendy was appointed Group CEO of Touch ‘n Go Group on 2 October 2020 and is responsible for managing the day-to-day functions of the Group’s businesses.
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