“Create a high performing ecosystem of marketing partners”

Such an ecosystem is defined by great results, fantastic people & high energy, says Sameer Satpathy of Marico

“Create a high performing ecosystem of marketing partners”

The Pitch Madison Media Advertising Outlook 2013, unveiled on February 8, 2013, presented numerous industry trends and challenges. One of them spoke about the growing importance of creating a high performing ecosystem of marketing partners.

Sameer Satpathy, Executive Vice President and Head Marketing – Consumer Product Business, Marico said, “It makes business sense to create a high performing ecosystem of marketing partners. This is what keeps leaders awake at night.”

He further explained that two things are imperative for the same – market and ambition. In order to translate them, we need the ecosystem. “A high performing ecosystem is defined by great results, fantastic people and high energy,” said Satpathy.

Quoting Godfather, “Its business, its not personal”, Satpathy said that it about math of the situation. One needs clarity of objective to define the ‘what’, which has to be lofty, large, energised and needs to be challenged.

“Visibility to partners gives the ability to understand, help and invest in the future. We need to build hard core indicators that are common to the brand team and partners such as their clarity, priortisation, among other things,” he said.

Satpathy described the next step to be reviewing and follow-ups as he considers the feedback loop to be critical.

Another quote that was elaborated upon was “Its not business, its personal” by Seth Godin, which sheds light on how to make good people better. Satpathy believes that value is created in the interface and hence one needs to be careful about this interface. It becomes significant to develop people as our own.


Satpathy concluded by saying that great results can be reaped by investing in growth and people.

The Pitch Madison Media Advertising Outlook 2013 was presented by ABP News.

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