Genpact: Architecting A Data-Driven Marketing Organization

October 9th, 2019

Julian Archer

Summary

Genpact’s go-to-market transformation and need to better understand marketing performance uncovered opportunities to improve data and how it was managed. To ensure data was properly curated throughout its lifecycle, Genpact’s team used a master data management technology solution along with governance policies. Genpact achieved internal process efficiencies and growth in marketing-sourced pipeline and revenue.

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