MAM
1 percent improvement in marketing capability fit is linked 2.5 percent increase in sales growth: MMA Global study
MUMBAI: As per a global study by MMA, a 1 percent improvement in marketing capability fit is associated with a 2.5 percent increase in sales growth and 2.35 percent increase in market value. Based on this insight, MMA has developed a structured approach by creating a capability fit map for organisations to evolve into winning marketing organisations.
MMA India, a part of MMA global hosted the 11th edition of its biggest marketing event “MMA Impact India 2022 – The Future of Modern Marketing” with key stakeholders across industries to champion the theme of enabling organisations to evolve into winning marketing organisations.
Popularly recognised as a credible marketing think tank that brings effective solutions for marketers, MMA also unveiled three informative reports titled “Brand Safety Reimagined: A Toolkit for the Modern Marketer”, “Modern Marketers Guide to Leveraging Data” and “Martech 2022 and Metrics that Matter” at the event.
The Digital Marketer Brand Safety survey 2022 revealed that while knowledge of brand safety guidelines exists, the implementation is weak in India. The Brand Safety Reimagined toolkit report is an initiative by MMA to highlight why brand safety and suitability need to be part of the marketer’s agenda and explains why it should be owned by marketing organisations. The Modern Marketers Guide to Leveraging Data and Martech report highlights that most organizations have 25 percent to 75 percent data aggregated in a unified data mart. However, many organizations lack the clarity of how unified data can help in improving the connected customer experience.
In addition to these two toolkits, MMA also unveiled a white paper titled ‘Metrics that Matter’ which is an MMA India Board initiative with meta. It talks about two common key concerns: ‘What are the metrics that matter and must be measured?’ and ‘How do we measure the cross-media impact of advertising across all digital and non-digital media’?
MMA India country head, board member Moneka Khurana said, “Our theme of Impact this year of evolving into a winning marketing organisation is more inevitable today than ever before. We are in an era of Digital Darwinism where technology and consumers are evolving faster than businesses can naturally adapt. 52 percent of companies on the fortune 500 list have become obsolete in the past 20 years. Evolving is no longer an option, it is a necessity to succeed. At Impact this year, we have unveiled a framework that helps businesses evolve with the ever-changing consumer”.
MMA India board chair, L’Oréal India managing director Amit Jain said, “The interaction between consumers and brands has been evolving rapidly – it is closer, personal, powerful, and pervasive. Hence, the marketing function needs to be nimble and swift to effectively cater to this evolution. Winning Marketing Organisations need to keep customer value and company value at the heart of all their initiatives. To create a strong recall among consumers for your brand, effective storytelling is key. If you have a good story, there is no reason why a customer will not connect with your brand”.
The sessions focussed on the tenets of engagement, experience and exchange -commonly referred to as the ‘3E’ formula to attract, acquire and retain the consumer through effective marketing. This year, at Impact 2022, leaders and experts are discussing, debating and having a constructive discourse on the aspects of the winning marketing organisation framework. It is a fresh take on strategies to retool the marketing field, so that brands can innovate on their product plans.
Brands
Boeing appoints Barun as head of FP&A for global engineering function
Seasoned finance leader to steer budgets and strategy across global centres
BENGALURU: Boeing’s finance cockpit has a new pilot, and he is no stranger to turbulence or transformation. Boeing has appointed Barun as head of FP&A for global engineering, placing him at the centre of financial strategy for its worldwide engineering and technology operations.
Based in Bengaluru, Barun steps into a role that is as expansive as it is critical. He will serve as the primary finance lead for Boeing’s Engineering and Technology Centers globally, working closely with executive leadership to shape financial decisions, manage complex budgets, and design scalable finance processes that support the company’s growing engineering footprint.
In a note announcing his move Barun said, “I’m excited to share that I’ve joined Boeing Global Engineering. This opportunity is incredibly meaningful to me not just from a professional standpoint, but also for what Boeing represents globally.” He added that he looks forward to contributing to an organisation that continues to shape the future of aerospace and innovation.
Barun’s mandate spans strategic financial leadership, operational oversight, and stakeholder engagement. From directing large-scale budgets and schedules to influencing long-term organisational goals, the role blends financial discipline with business foresight. He will also lead cross-functional teams and partner with finance colleagues worldwide to support engineering programmes across geographies, including India.
The appointment caps a long stint at Juniper Networks, where Barun spent over a decade, most recently as finance senior manager. There, he led FP&A for global product business units and G&A functions, driving budgeting, forecasting, and long-range planning. He also played a key role in enterprise-wide transformation, including spearheading an Oracle to SAP ERP migration and building advanced analytics capabilities using tools such as Tableau and SAP Analytics Cloud.
His earlier career includes finance leadership roles at Sony India Software Centre, Cognizant Technology Solutions, and Mphasis, where he focused on financial planning, governance frameworks, and operational efficiency across global delivery centres.
A chartered accountant from the Institute of Chartered Accountants of India, Barun brings nearly two decades of experience across financial planning, digital transformation, and analytics-led decision making.
His appointment comes at a time when global engineering operations are becoming increasingly complex and distributed, requiring sharper financial oversight and agile planning. With Barun at the helm of FP&A for engineering, Boeing appears to be tightening its financial playbook as it looks to scale innovation with discipline.
