How to Set Up a MarTech & Sales Team Center of Excellence in Hyderabad, India

Introduction

In today’s rapidly evolving digital marketplace, global companies are increasingly investing in Centers of Excellence (CoEs) to drive innovation, improve operational efficiency, and enhance customer engagement. For organizations specializing in marketing technology (MarTech) and sales operations, establishing a CoE in India is emerging as a strategic imperative. This is where ExpanQ’s customized COEs and GCC solutions play a vital role. For over 12 years, we have helped businesses establish high-performing GCCs equipped with AI-driven solutions.

Hyderabad stands out as a premier destination for setting up a MarTech and Sales CoE. With its robust talent pool, world-class infrastructure, and business-friendly environment, Hyderabad offers a unique blend of cost efficiency and operational excellence. This comprehensive guide is designed for MarTech companies and sales organizations aiming to establish a Global Capability Center (GCC) in Hyderabad. It provides a detailed walkthrough—from understanding the GCC concept and the advantages of Hyderabad to a step-by-step setup process, ExpanQ’s unique value proposition, tailored MSP & GCC solutions, and finally, a complete overview of operational support and reporting frameworks.

Whether you are a global MarTech firm looking to enhance your marketing automation, data analytics, and sales performance, or a sales organization striving to optimize your customer engagement strategies, this guide will equip you with the insights, strategies, and actionable steps necessary for success. Let’s embark on this journey to build a transformative, cost-effective, and innovation-driven CoE in Hyderabad with ExpanQ.

Understanding the Global Capability Center (GCC) Concept

What is a GCC?

A Global Capability Center (GCC), sometimes referred to as a Global In-house Center (GIC), is an offshore hub established by multinational companies to centralize and streamline key functions. These centers serve as extensions of the parent organization, leveraging local expertise to drive strategic initiatives in areas such as IT, R&D, finance, human resources, marketing, and sales.

For MarTech and sales organizations, a GCC can function as a dedicated hub for managing complex marketing automation platforms, customer engagement strategies, data analytics, and sales enablement functions. Rather than operating as mere cost centers, GCCs become strategic assets that support global business transformation by delivering high-quality, scalable, and innovative services.

Key Benefits of Establishing a GCC

1. Cost Efficiency:
   
   • Lower operational costs compared to onshore operations, particularly in labor and infrastructure.
   • Access to government incentives and favorable tax policies in India.
2. Access to World-Class Talent:
   
   • Hyderabad boasts a deep pool of skilled professionals in marketing, sales, analytics, and technology.
   • The city is home to top educational institutions, ensuring a steady supply of cutting-edge talent.
3. Operational Excellence:
   
   • Centralized management of core functions leads to streamlined processes and improved efficiencies.
   • Enhanced ability to scale operations rapidly to meet market demands.
4. Innovation and Agility:
   
   • GCCs foster an environment where new ideas and technologies can be tested and implemented.
   • Collaboration with local academic and research institutions drives continuous innovation.
5. Global Integration:
   
   • Seamless integration with global business units ensures consistency in processes, reporting, and strategic alignment.
   • Enhanced cross-cultural collaboration and knowledge sharing across geographies.

By establishing a GCC, MarTech and sales organizations can achieve operational excellence, cost savings, and accelerated innovation—all of which are critical for maintaining global competitiveness. 

Why Hyderabad, India?

Economic and Talent Landscape

Hyderabad has evolved into one of India’s foremost technology and business hubs. The city’s dynamic economic landscape is marked by a thriving IT sector, an abundance of skilled professionals, and robust government support for technology-driven initiatives.

• Access to Quality Talent:
  Hyderabad is renowned for its high-quality talent, with a significant number of graduates and experienced professionals specializing in marketing technology, data analytics, and sales operations. The city’s academic institutions, such as the Indian School of Business (ISB) and various engineering colleges, contribute to a well-equipped talent pool.
• Cost Advantages:
  Lower labor costs combined with competitive real estate prices make Hyderabad an attractive destination for global companies looking to optimize their operational expenses without compromising on quality.
• Government Initiatives:
  The Telangana government offers attractive incentives, tax breaks, and supportive infrastructure policies to promote technology and business investments. This creates an enabling environment for setting up a GCC.

Infrastructure and Ecosystem

Hyderabad’s infrastructure is purpose-built for modern business needs:

• Technology Parks and Innovation Hubs:
  Areas like HITEC City provide state-of-the-art office spaces, technology parks, and business incubators that foster innovation and collaboration among leading global companies.
• Robust Connectivity:
  With excellent air, road, and rail connectivity, Hyderabad serves as a gateway to both domestic and international markets. This facilitates smooth business operations, talent mobility, and global collaboration.
• Vibrant Ecosystem:
  The city’s ecosystem includes industry associations, research centers, and technology incubators that drive continuous innovation and networking opportunities. These elements combine to create a vibrant environment that is ideal for establishing a MarTech and Sales CoE.

For global companies looking to establish a Center of Excellence, Hyderabad offers a unique blend of cost efficiency, world-class infrastructure, and an abundant talent pool—all critical factors in achieving long-term success.

Step-by-Step Process for Setting Up a MarTech & Sales CoE in Hyderabad

Setting up a Center of Excellence for MarTech and Sales in Hyderabad requires a coordinated, methodical approach. The process can be broken down into seven key steps, ensuring that each aspect of the setup is addressed systematically.

Step 1: Strategic Planning and Market Analysis

Objective:
Develop a robust business case and define clear strategic objectives for your GCC.

Key Actions:

• Conduct a Feasibility Study:
  Evaluate the potential benefits, risks, and challenges associated with establishing a MarTech and Sales CoE in Hyderabad. Analyze market trends, competitive dynamics, and the local cost structure.
• Define Strategic Objectives:
  Establish clear objectives—such as cost savings, innovation goals, enhanced customer engagement, and improved sales performance—that align with your global business strategy.
• Stakeholder Alignment:
  Engage both global and local stakeholders to ensure that expectations are aligned. Secure buy-in from senior leadership and define KPIs that will measure success.
• Develop a Strategic Roadmap:
  Create a high-level roadmap that outlines key milestones, timelines, and resource allocation. This roadmap should also include a risk assessment and contingency plans.

Step 2: Building a Local Partnership & Establishing Presence

Objective:
Establish a strong local presence through strategic partnerships and infrastructure setup.

Key Actions:

• Identify Local Partners:
  Research and select local service providers for legal, HR, IT, and facility management. Choose partners with a proven track record in setting up global centers.
• Legal and Regulatory Setup:
  Work with legal experts to form the necessary legal entities, ensure compliance with local regulations, and secure required permits.
• Office Space and Infrastructure:
  Choose a prime location in Hyderabad that offers robust infrastructure and easy access to talent. Negotiate for fully serviced, branded workspace solutions that align with your operational needs.
• Local Branding and Communication:
  Develop a localized branding strategy that aligns with your global corporate identity while resonating with the local market.

Step 3: Talent Acquisition and Recruitment Strategy

Objective:
Build a high-performing MarTech and Sales team that is tailored to the needs of your CoE.

Key Actions:

• Define Talent Requirements:
  Identify critical roles and skills required for your CoE. For instance, a typical structure may include dedicated teams for digital marketing, data analytics, sales enablement, and operational support.
• Develop a Recruitment Plan:
  Leverage local recruitment agencies, job portals, and global talent networks. Utilize AI-driven sourcing platforms to screen and identify the best candidates.
• Employer Branding:
  Invest in employer branding initiatives to attract top talent. Develop a compelling Employee Value Proposition (EVP) and launch targeted recruitment campaigns on social media and industry platforms.
• Screening and Onboarding:
  Establish rigorous screening processes—including technical assessments, cultural fit evaluations, and background checks—to ensure that only the best candidates are hired. Develop a streamlined onboarding process that integrates new hires quickly and effectively.

Step 4: Setting Up Infrastructure and Workspace

Objective:
Ensure that the CoE is supported by modern, scalable infrastructure and a conducive workspace environment.

Key Actions:

• Workspace Design and Setup:
  Create a fully serviced, branded workspace that promotes collaboration, innovation, and productivity. Emphasize flexibility and security in the workspace design.
• IT Infrastructure and Tools:
  Set up robust IT systems—including high-speed internet, advanced cybersecurity measures, and state-of-the-art collaboration tools. Ensure that the IT infrastructure supports seamless communication and data management.
• Integrated Communication Platforms:
  Deploy communication and project management tools that facilitate collaboration between local and global teams. Ensure that these tools are user-friendly and secure.
• Operational Readiness:
  Test all systems and processes to ensure that they meet performance standards. Develop disaster recovery and business continuity plans to minimize downtime.

Step 5: Operational Readiness and Support Framework

Objective:
Establish a comprehensive operational support framework that covers all aspects of CoE management.

Key Actions:

• Develop Standard Operating Procedures (SOPs):
  Document detailed SOPs for every operational activity, including HR, IT support, finance, and facility management.
• Establish Support Teams:
  Set up dedicated support teams for HR, IT, finance, and legal functions. Implement a centralized helpdesk system to address operational issues promptly.
• Compliance and Risk Management:
  Implement robust compliance protocols and regular audits to ensure adherence to local regulations and global standards.
• Training and Development:
  Invest in training programs to upskill local teams and align them with global best practices. Regular training ensures that employees remain competitive and motivated.

Step 6: Financial Planning and Implementation Roadmap

Objective:
Develop a clear financial model and implementation plan that ensures predictable costs and high ROI.

Key Actions:

• Cost Analysis and Budgeting:
  Prepare detailed budgets that cover setup costs, ongoing operational expenses, and maintenance. Adopt a zero-capex model to shift capital expenditure to predictable operational expenses.
• Pricing and Engagement Model:
  Establish a pricing strategy with predictable monthly, quarterly, and yearly billing cycles. Define Service Level Agreements (SLAs) and performance metrics.
• Implementation Timeline:
  Develop a phased implementation roadmap with clear milestones—from planning and team setup to full-scale operations. Include timelines, resource requirements, and contingency measures.
• Financial Reporting:
  Set up financial reporting mechanisms to track expenses, ROI, and cost savings. Regular financial updates are critical for transparency and decision-making.

Step 7: Launch, Monitor, and Optimize

Objective:
Officially launch the CoE, monitor performance continuously, and implement improvements based on feedback.

Key Actions:

• Pilot Phase and Soft Launch:
  Start with a pilot phase to test systems and processes. Collect feedback from initial operations and adjust accordingly.
• Performance Monitoring:
  Use dashboards and KPIs to track operational efficiency, team performance, and financial metrics. Establish continuous improvement protocols based on real-time data.
• Stakeholder Engagement:
  Maintain regular communication with both global headquarters and local teams. Organize review meetings to discuss performance, challenges, and opportunities.
• Optimization and Scaling:
  Identify areas for process optimization and scale operations based on business growth and market demands. Ensure that the CoE remains agile and responsive to change.

ExpanQ’s Unique Value Proposition in the GCC Market for MarTech & Sales

For global MarTech and sales organizations, ExpanQ’s unique value proposition lies in our ability to combine operational excellence with a strategic, innovation-driven approach. Here’s what sets ExpanQ’s apart:

Speed-to-Value: Rapid Team Setup

• Quick Deployment:
  Our proven methodologies and local partnerships enable us to establish a fully operational team in as little as 3-4 months. This rapid setup minimizes downtime and accelerates your time-to-market.
• Efficient Onboarding:
  Our streamlined recruitment and onboarding processes ensure that top talent is deployed quickly, allowing you to start realizing benefits almost immediately.

Zero Capex Engagement Model

• Cost Predictability:
  Our zero upfront capital expenditure model shifts the financial burden away from your organization, offering a predictable monthly fee that encompasses all operational costs.
• Risk Mitigation:
  By eliminating large capital investments, we reduce financial risk and allow you to focus on strategic initiatives and growth.

Access to Top Talent and Proven Methodologies

• Vast Talent Pool:
  Hyderabad’s vibrant talent ecosystem offers access to highly skilled professionals in MarTech, digital marketing, sales analytics, and customer engagement.
• Advanced Tools and Processes:
  Leveraging proprietary platforms and AI-driven recruitment strategies, we ensure that only the best candidates are selected. Our processes are refined through years of experience, leading to high conversion rates and sustained performance. To streamline our operations, we leverage Keka for payroll management, DocuSign for compliance, Spring Verify for background verification (BGV), and Zoho Books for accounting, ensuring efficiency and accuracy at every stage.
• Global Best Practices:
  Our operational frameworks are aligned with global standards, ensuring that your CoE operates at the highest level of efficiency and quality.

Our value proposition combines rapid deployment, cost efficiency, and access to world-class talent—ensuring that your MarTech and Sales CoE not only meets global standards but also drives significant business impact. 

ExpanQ’s Tailored MSP & GCC Solutions for MarTech and Sales Teams

Global MarTech and sales organizations require a solution that is both technologically robust and operationally agile. At ExpanQ, we provide tailored Managed Services Provider (MSP) and GCC solutions are designed to meet these needs.

What is an MSP?

A Managed Services Provider (MSP) takes over the management of your operational functions—such as IT, HR, finance, and legal—allowing you to focus on your core business. In our model, the MSP seamlessly integrates with the GCC to provide end-to-end support for your MarTech and sales functions.

How Our Tailored Solution Works

Our approach blends the strengths of the MSP and GCC models to deliver a solution that is customized to your needs:

• Integrated Service Delivery:
  We offer end-to-end services covering talent acquisition, IT support, HR, finance, and legal functions. This holistic approach ensures that every facet of your CoE is managed efficiently.
• Customized Team Structures:
  Our solution allows you to tailor the team composition according to your business requirements. For example, a typical structure might include:
  
  • A dedicated marketing team focused on digital campaigns, brand building, and customer engagement.
  • A specialized sales team aimed at driving revenue and managing key client relationships.
  • Support teams for IT, HR, finance, and operational management to ensure seamless back-office functions.
• Tailored Engagement Model:
  At ExpanQ, we provide a flexible and scalable engagement model that aligns with your specific business goals and KPIs. We work closely with your leadership team to set up SLAs, performance metrics, and continuous improvement mechanisms.

Customized Team Structures

Building an effective CoE requires the right mix of talent. Our model emphasizes:

• Marketing Excellence:
  A team dedicated to driving digital marketing, social media engagement, and data-driven customer insights.
• Sales Enablement:
  A focused sales team that leverages advanced analytics and customer relationship management tools to drive revenue.
• Operational Support:
  Dedicated support functions that handle day-to-day operations, ensuring smooth, uninterrupted business processes.

Our tailored MSP & GCC solution is designed to provide the flexibility, scalability, and operational excellence required to support your MarTech and Sales functions globally. To know more about ExpanQ’s tailored GCC solutions, get in touch with our experts today!

Operational & Support Framework

A robust operational and support framework is the backbone of a successful CoE. Our framework is built around our “Setup, Build, Run” model, ensuring that every aspect of your CoE—from inception to day-to-day operations—is managed seamlessly.

Integrated Platform: From Setup to Run

• Setup:
  Establish the foundational elements such as legal entities, office space, IT systems, and recruitment processes.
• Build:
  Construct the operational backbone by hiring talent, training teams, and setting up infrastructure.
• Run:
  Maintain continuous operations through proactive monitoring, support, and process optimization.

Managing HR, IT, Legal, and Compliance

• HR and Talent Management:
  Our HR services cover recruitment, onboarding, performance management, and employee engagement. We ensure that HR processes are fully compliant with local regulations while aligning with global best practices.
• IT Support:
  Our IT infrastructure includes robust cybersecurity, network management, and technical support, ensuring maximum uptime and rapid resolution of any issues.
• Legal and Compliance:
  We manage all legal and compliance aspects, from regulatory filings to internal audits, so that your team can focus on strategic initiatives without worrying about local legal complexities.
• Financial and Procurement Management:
  Our financial operations include budgeting, expense tracking, and vendor management—ensuring that your CoE operates within budget while delivering high ROI.

Our operational and support framework is designed to provide end-to-end service, ensuring that every function of your CoE runs efficiently and effectively.

Financials, Pricing & Implementation Roadmap

Understanding the financial implications and having a clear implementation roadmap is critical when setting up a CoE. Our model is built on transparency, predictability, and scalability.

Cost Structure and ROI

• Zero Capex Model:
  Our financial model eliminates upfront capital expenditure, shifting costs to a predictable monthly fee that covers all operational expenses.
• Detailed Cost Breakdown:
  We provide a comprehensive breakdown of costs across talent acquisition, infrastructure setup, IT support, and operational management.
• ROI and Value Creation:
  Our model is designed to deliver substantial ROI through cost savings, enhanced operational efficiency, and improved sales and marketing performance. Regular performance metrics help track the financial impact of your CoE.

Implementation Roadmap and Milestones

A clearly defined implementation roadmap ensures that the CoE is set up on time and within budget. Our roadmap includes:

• Phase 1: Planning and Feasibility Analysis
  • Define objectives, conduct market research, and develop a strategic roadmap.
• Phase 2: Setup and Foundation Building
  • Establish legal entities, select office locations, set up IT infrastructure, and initiate recruitment processes.
• Phase 3: Operational Build and Launch
  • Onboard initial teams, implement standard operating procedures, and conduct pilot runs.
• Phase 4: Full-Scale Operations and Optimization
  • Officially launch the CoE, monitor performance against KPIs, and optimize processes based on feedback.

Each phase is accompanied by clear milestones, timelines, and deliverables, ensuring that you have a structured path to success.

Monthly, Quarterly & Yearly Reporting

Regular reporting is essential to track the performance of your CoE, ensuring transparency and continuous improvement. Our reporting framework is designed to provide actionable insights at multiple levels.

Key Metrics and Performance Indicators

We track a comprehensive set of metrics across various dimensions:

• Operational Metrics:
  • Team performance, project completion rates, incident response times, and system uptime.
• Financial Metrics:
  • Monthly expenditure, cost savings, ROI, and budget adherence.
• Talent and HR Metrics:
  • Recruitment progress, employee retention, training outcomes, and performance evaluations.
• Compliance and Risk Metrics:
  • Audit results, regulatory compliance adherence, and risk assessment scores.

Reporting Formats and Tools

• Monthly Reports:
  • Detailed updates on operational performance, financials, and HR activities, complemented by dashboards and visual data representations.
• Quarterly Reviews:
  • In-depth analysis of progress against strategic objectives, review meetings with key stakeholders, and adjustments to strategies based on performance data.
• Yearly Reporting:
  • Comprehensive annual reviews that cover overall performance, ROI, and strategic insights. These reports are critical for planning future investments and process improvements.

Our advanced reporting tools ensure that you receive timely, accurate, and actionable insights that drive continuous improvement in your CoE.

Conclusion and Next Steps

Establishing a MarTech and Sales Center of Excellence in Hyderabad is a strategic move that can transform your global operations. By leveraging Hyderabad’s talent, state-of-the-art infrastructure, and a robust operational framework, you can achieve cost efficiencies, rapid innovation, and enhanced sales performance, all with the support of ExpanQ.

Recap of Key Benefits

• Strategic Location:
  Hyderabad offers unparalleled access to skilled talent, excellent infrastructure, and government support—making it the ideal destination for your CoE.
• Rapid Operational Setup:
  Our proven methodologies enable the setup of a fully operational CoE in as little as 3-4 months, ensuring quick time-to-value.
• Cost Efficiency:
  With a zero-capex model and predictable pricing, your organization can achieve significant cost savings while accessing high-quality talent.
• Comprehensive Support:
  Our integrated operational framework manages HR, IT, finance, legal, and compliance functions, allowing you to focus on core business strategies.
• Transparent Reporting:
  Regular monthly, quarterly, and yearly reports keep you informed and provide a basis for continuous improvement.

Your Path Forward

1. Engage with Our Team:
   Contact us to discuss your specific needs, objectives, and how our tailored MSP & GCC solution can be customized for your MarTech and Sales functions.
2. Strategic Planning Session:
   Schedule a planning session to define the scope, timelines, and resource allocation for your CoE in Hyderabad.
3. Implementation Kick-Off:
   Once aligned on the strategy and plan, we will commence the phased implementation process, ensuring every detail is executed with precision.
4. Continuous Optimization:
   With ongoing performance monitoring and regular reviews, we ensure that your CoE evolves to meet changing business needs and remains a catalyst for innovation and growth.

Final Thoughts

In today’s competitive business landscape, establishing a MarTech and Sales Center of Excellence in Hyderabad is not just about reducing costs—it’s about building a strategic asset that drives global operational excellence, innovation, and market leadership. By leveraging local talent, advanced technology, and our comprehensive support framework, your organization can transform its marketing and sales operations, drive revenue growth, and enhance customer engagement.

ExpanQ invites you to take the next step towards operational excellence. Partner with us to build a CoE that not only meets your strategic goals but also positions your organization as a leader in the global MarTech and sales arena.

Thank you for reading this comprehensive guide on setting up a MarTech and Sales Center of Excellence in Hyderabad, India. For more information, personalized consultations, or to schedule a strategic planning session, please contact our team. We look forward to helping you transform your global operations.