Harvard Business School Online

University of Southern California

University of Mumbai

Entrust

Director, Marketing Operations

RingCentral

- Led successful migration of marketing automation platform, from Eloqua to Marketo, which comprised of complex website infrastructure (~400 programs), along with integrations with webinar, content syndication, product trial and social media platforms
- Simplified and eliminated legacy business-processes, as needed. Completed migration in record-time, at 50% of budgeted cost, and minimal disruption to the business
- Completed setup of a brand new Marketo/SFDC instance for Aternity (Riverbed’s fastest-growing product-line being spun out as a new division), along with an integration with a new SaaS Product Trial server, which will drive sales
- Collaborated with technical in-house and agency resources to make all of the above happen

Learnt about Blind forms, Webhooks, free web-trials, and a tad bit about IP restrictions/firewalls and Adobe AEM. Had a blast leading and executing on this!

Riverbed Technology

Senior Manager, Marketing Automation

•	Collaborated with Marketing managers and the B2C Team to launch strategic marketing programs, that resulted in top-of-the-funnel growth, and resulting MQLs, SQLs and SALs. Ensured that data was being captured accurately into Marketo/SFDC for ROI tracking
•	Providing insights to the Marketing leadership team on database composition, responses across various marketing initiatives, buyer personas, resulting MQLs, SQLs, SALs and Campaign Influence. Analysis re-asserted the need to have content catered to a certain audience segment
•	Working with Finance to provide them accurate data for LTV/CAC calculation
•	Analyzed data to identify conversion rates from top-of the funnel through Opportunity Close, to begin gaining an understanding of how many leads and opportunities to generate for 1 Closed Won, New Business Opportunity
•	Worked with the SDRs and the SDR Manager to create relevant views for SFDC, that would allow them to focus on follow-up with the most relevant leads, thereby playing a pivotal role in SDR meeting their goals
•	Worked with web-team to take ownership of providing customized URLs for various assets being promoted on all marketing channels, and ensure that the data was captured in the most detailed and accurate manner for ROI reporting.
•	Identified and fixed scoring-related issues, wherein target accounts were not being scored, as expected
•	Collaborated with Salesforce Administrator to identify causes of data issues, wherein data was being mis-categorized for market segments
•	Implemented scalable reporting practices, that allowed marketing leadership to gauge marketing performance across various channels across a set of approximately 10 reports
•	Collaborated with Data Science and the B2C team to share knowledge with them on the metrics tracked in the Enterprise team, and the definition of the metrics. Also, made progress on how the campaign response data can be tracked in Looker, as a scalable solution

Coursera

Senior Manager, Marketing Operations

- Grew a profitable consulting business to cater marketing automation and salesforce services to 32 enterprise and mid-sized clients. Clients included (not limited to):

Jasper (acquired by Cisco Systems)
Brocade (acq. by Broadcom)
Imanis Data (acq. by Cohesity)
Neustar (~$1B Rev, Parent: Golden Gate Capital)
Druva
Cloudian
Tealium

- Services provided empowered and enabled organizations to scale their revenue engine, thereby resulting in favorable outcome for shareholders and stakeholders
- Worked with several enterprise technology companies on marketing KPIs and developing analytic frameworks to assess marketing effectiveness (i.e. marketing contribution to pipeline and revenue) 
- Operational execution of campaigns across multitude of channels including e-mail marketing tactics, advertising on social media, content syndication, follow up from events, webinars and list purchases, and ensured responses were visible with details in Marketo and Salesforce.com
- Part of cross-functional teams that implemented LeadSpace, Mintigo, LeanData, DiscoverOrg, Revenue Cycle Modeler across multiple clients in alignment with business requirements
- Worked with sales teams to build sales views, alerts and solutions that will allow them to follow-up proactively with hot leads, along with developing insightful reports for sales
- Worked with Field teams to develop, implement and refine Scoring models, that resulted in growing pipeline for businesses
- Developed complex workflows in Marketo to track responses to critical campaigns (demos, trials etc.), interest in multiple product lines, MQLs, along with the entire lead lifecycle (Inquiry, MQL, SQL, SAL, Closed Won)
- Setup complex nurture programs based on buyer’s stage and buying signals
- Worked with web and engineering teams to implement scripting for a variety of website-related projects (example: ROI Calculators, Adobe Analytics, Google AdWords)
- Marketo Partner, Marketo Certified, Marketo Champion - Class of Winter 2015

ROI Targets, Inc.

Founder/CEO

BrightFunnel by Terminus

Advisor

Consulting:
- Led more than 300 consulting engagements, helping Marketo customers to turn their marketing into a revenue driver, using best practices in marketing automation, lead management and revenue performance management 
- Led Business Process Review workshops for clients that allowed them to course correct, develop and execute on business process changes for optimized sales and marketing alignment, and measure and maximize ROI on marketing activities
- Subject Matter Expert on the Revenue Cycle Analytics (RCA) platform, which allows customers to model their business processes and determine and track ROI on marketing activities
- Proactively acted as 'Voice of the Customer' for the Revenue Cycle Analytics (RCA) product for a year, in absence of a dedicated Product Manager for the RCA product
- Communicated gaps in product offering to the Product Management and Engineering teams, thereby enabling certain features to be incorporated into the RCA platform

Customer Success and Customer Retention:
- Trained and coached early members of the Customer Success Team
- Successfully delivered consulting services to at-risk accounts to retain them as paying clients

Education and Training:
- As an early member of the Client Services team, delivered several Foundations training courses to customers to assist in development of core competencies around Marketo and Marketing Automation
- Speaker at Marketo Summits across the country, on 'Reporting & Analytics'
- Developed a Quickstart Guide for the Revenue Cycle Analytics product, that was used by Customer Success Managers and other Consultants to effectively deliver services to clients
- Trained other Training & Delivery Managers on product and course delivery as team expanded
- Partnered with the Education team and led development of training material focused on Advanced Analytics, along with the Marketo Certification

Mentoring:
- Mentored other team members as the client services team grew from 3 to 25 team members

Marketo, an Adobe Company

Senior Manager, Professional Services

LucidEra was an on-demand business intelligence solution provider, that focused on Sales and Marketing Analytics

•	As a Solution Consultant, drove new customer acquisition on accounts generating 40% of revenues in FY 2008 Q3 & Q4
•	Responsible for Pipeline Healthchecks (Business Analysis) on strategic accounts that accounted for 56% of revenues from renewal business in FY 2009
•	Evangelized on Sales Forecasting best practices and adoption of LucidEra to streamline Sales Forecasting, while in discussions with ~ 80 organizations
•	Consistently excelled in imparting knowledge around Pipeline and Business analytics to CXO audience, and illustrated value and ROI for LucidEra by distilling trends across KPIs for sales effectiveness, market segmentation, industry analysis, product performance and process efficiencies
•	Performed business analysis for over 40 organizations, ranging from SMB to Enterprise, customized to the strategic goals & challenges of the companies (partial list: British Telecom, Aspect Software, Sterling Commerce, Shell Energy)

LucidEra

Manager, Business Consulting (Pre-Sales)

•	Proactively advised 17 public and mid-size private companies to achieve enhanced success of the Salesforce.com application
(partial list: HireRight, Illumina, LiveOps, NYFIX, Omron Canada, XM Satellite)
•	Achieved an overall CSAT of 9.47/10 across last two quarters, exemplifying excellent customer service & success
•	Subject Matter Expert for Analytics, Dashboard and Forecasting functionalities, consulting to a team of 50 analysts
•	Team member on special projects: Google apps launch & Partner Relationship Management migration.

Kashmira Bakshi