20 Aug
IT cos cut marketing spends to keep margins steady
IT services companies may be economising on their sales and marketing expenses as a key lever to keep margins steady. IT industry trackers, however, reckon that it is during challenging times that companies should actually go all-out to mine existing customers, chart new territories and gain a share of mega-ticket deals, where Indian companies have a minuscule share.
So, a contraction in expenses, traditionally seen as healthy, may not be the best way to tide over these times when offshoring contracts are hard to come by, they add.
Tags: Marketing, sales and marketing