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GCCs in Sales and Marketing functions in India
GCCs in Sales and Marketing functions in India

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In the first 3 quarters of CY2023, 39 new GCCs have been set up in India, clearly signifying India as a premier destination for GCCs. Despite 2023 opening on a cautionary note, with global recession fears, interest rate hikes, geopolitical tensions, and inflation, GCCs continue to flock to India to set up their operations in the country and take advantage of the expansive talent, operational excellence, supportive policy framework etc.

India currently has a total of 100+ sales shared service centres and over 75 marketing shared services centres. Installed headcount for sales shared services is over 10,000, while the same number for marketing shared services is over 7000. As for locations, Bengaluru remains a favourite and first preference for setting up sales and marketing functions in India. This is followed by NCR, Pune, and Mumbai.

Some prominent Sales GCCs include Deloitte, BT, Dell Technologies, Shell, IBM, EY, Nokia, Johnson Controls, Veritas etc. Some of the prominent Marketing GCCs include Oracle, SAP, Ericsson, Maersk, Barclays, Ford, Adobe, Thomson Reuters, Novartis, Renault Nissan, HP, Eaton etc.

As for the spread of GCCs across various sectors, software and internet have the highest share in the number of sales and marketing GCCs. This is followed by professional services and diversified sectors for Sales GCCs and BFSI and pharmaceuticals sectors for marketing GCCs.

Some sales business functions which are being done well in India include Sales Strategy Development, Market Research, Proposal development, Up-selling/ cross-selling, Sales Pitch, Pursuit Management, Client Relationship Management, Compete Analysis, etc. Similar functions being done well by India GCCs in Marketing function include Reputation Management, SEO, Affiliate Marketing etc.

With the emergence of new technologies like Gen AI, Quantum and others, in addition to the traditional roles, newer roles have emerged due to the proliferation of these new technologies into the functions.

 

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India continues to be a favourite of global companies who choose this country time and again to not only open new GCCs but also expand their existing presence across different cities of the country.

To know more details, download the report from the following links –

Nasscom Community - https://community.nasscom.in/index.php/communities/gcc/nasscom-zinnov-india-gcc-trends-quarterly-analysis-q3cy2023

Nasscom Website - https://nasscom.in/knowledge-center/publications/nasscom-zinnov-india-gcc-trends-quarterly-analysis-q3cy2023


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Vandhna Babu
Principal Analyst - Research

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