MARKETING OPERATIONS AND BEST PRACTICES

Summer Internship Program

A Project Report submitted in partial Fulfilment of the Requirement for the Award of

POST GRADUATE DIPLOMA IN MANAGEMENT

From

XAVIER INSTITUE OF MANAGEMENT

AND ENTREPRENEURSHIP BANGALORE

Submitted By

MAYURI KUMARI

27081

BATCH 27

Under the guidance of

Prof. S. CHANDRASEKAR
Mr. S. Chandrasekar
Assistant Professor, XIME Bangalore
(SIP Supervisor)

CERTIFICATE
This is to certify that this project Report of Marketing Operations and Best Practices at
“Symphony SummitAI” was submitted by Mayuri Kumari, Roll No. 27081 and Batch 27
under the supervision of Mr. S. Chandrasekar. This has not been submitted to any
other University or Institution for the award of any degree/diploma/certificate.

Signature of the Supervisor

Place

Date:
CERTIFICATE
 DECLARATION OF THE STUDENT

Ms. Mayuri Kumari

1st Year, PGDM
Roll No. 27081
Xavier Institute of Management & Entrepreneurship
Bangalore

DECLARATION

I hereby declare that this project report of SIP at Symphony SummitAI, Whitefields
submitted to Xavier Institute of Management & Entrepreneurship, Bengaluru in partial
fulfilment of requirements of PGDM Programme is a bonafide work carried by me
under the guidance of Mr. S. Chandrasekar. This has not been submitted earlier to any
other university or institution for the award of any degree/ diploma/ certificate or
published any time before.

Date:
Place:                                                   Signature of the Student
 ACKNOWLEDGEMENT

I am grateful that SIP is a mandatory part of our course curriculum at XIME-Bangalore.

Working in an IT company for the past 2.5 months has helped me gain a lot of practical
insights & experience on how the marketing department works in a B2B company.
I’d like thank my college for giving me this opportunity to be a part of the core team of
marketing at Symphony SummitAI and work under the direct guidance of Sr. Marketing
Manager, Gopalkrishna P.S. He had been a constant mentor and a guide in not just
assigning us projects but also taking time to explain about the “Why” of the project.

I want to thank our SIP co-ordinator Mr. S. Chandrasekar for guiding us at each step
on how to move forward with the project and always encouraging us to add value to
whatever work we were assigned. He also took time out to take a few sessions on
customer centricity. He was always available and went out of the way to explain
concepts like “Happy line customers”.

I’d like to thank both our reporting manager Mr. Gopalkrishna P.S. & the Director of
Marketing, Mr. Rajasekharan Unnikrishnan for his valuable feedback towards the end
of the report.
 TABLE OF CONTENTS

Sl. No Particulars Page No.

1. Introduction 1-3
2. Product Portfolio 4-8
2.1.1 ITSM 5
2.1.2 ITAM 6
2.1.3 CINDE 7
3. Methodology & Study Design 9-22
3.1 Project title 10
3.2 Methodology 11
3.2.1 Marketing Calendar 11
3.2.2 Competitor Analysis 11
3.2.3 CIO offsite event (Pune) 12
3.2.4 Database cleaning & reporting 13
3.2.5 Customer Profiling 13
3.2.6 Corporate Events 13
3.2.7 Sales Enablement portal 14
3.2.8 IT hero rises campaign 14
3.2.9 WinWire 15
3.2.10 Gartner Peer Reviews 15
4. Company Profile 23-25
4.1 About Symphony SummitAI 24
4.2 Organization History 24
4.2.1 Mission 25
4.3 SWOT Analysis 25
5 Learnings 26
6 References 27
 List of Figures

Particulars Figures Page

No.
Fig. 2.1.1 Components of IT Service 6
Management
Fig 2.1.2a Phases of Asset Lifecycle 6

Fig. 2.1.2b Salient features of IT Asset 7

Management
Fig. 2.1.3 Salient features of CINDE 8

Fig. 3.1 Internship Assignment sheet 10

Fig. 3.2.1 Marketing Calendar May & 16

June
Fig. 3.2.2 Competitor tracker 16

Fig. 3.2.3 CIO offsite event (Pune) ppt 17

& cost breakup
Fig. 3.2.4 Database error reporting 18

Fig. 3.2.5 Customer Profiling 18

Fig. 3.2.6 Social Posts & Video for 18

ETCIO 2022
Fig. 3.2.7 Booth design finalization 19

Fig. 3.2.8 Social cards & video for 19

DTS DXB 2022
Fig. 3.2.9 Sales Enablement Portal 20

Fig. 3.2.10 IT Hero rises campaign page 20

Fig. 3.2.11 WinWire template & mail 21

copy
Fig. 3.2.12 Action plan for driving 22
Gartner Peer Reviews

EXECUTIVE SUMMARY

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The curriculum of XIME requires for everyone to undergo summer internship at a
business organization. So, for this purpose, I got the opportunity of summer training
at Symphony Summit AI, a leading IT Management company headquartered in
California, USA.

For a period of 2.5 months, I worked on multiple different projects on marketing

operations of the company, to help enhance current practices & create best marketing
practices for Symphony SummitAI. Symphony SummitAI is an AI-driven
IT/Enterprise Service Management suite that combines Service Automation, IT Asset
Management (ITAN, and IT Service Management (ITSM) into a simple-to-use
package. It designs, develops, and delivers IT management products and solutions to
help IT organizations. Symphony SummitAI have strong presence in India, Middle
East, and South East Asia regions.
My job role was of a Marketing intern. I worked there directly under the guidance of
Mr. Gopalkrishna PS, Sr. Marketing Manager- India, South East Asia, Middle East.
As a part of the internship, I created the company’s marketing calendar for internal
use, designed the company’s sales enablement portal (a single source for accessing all
the company’s digital assets & resources), did week on week competitor tracking &
analysis. I facilitated 3 major corporates events for the company – one individually &
two along with my teammates. Handling the events included coordinating with the
booth designers & ad agencies for the creatives, designing social media posts & social
media calendars, obtaining quotations from the gift vendors, selecting & issuing
purchase orders and conceptualizing ideas for activation in the events. For the event I
handled individually, I planned a selfie contest as activation which resulted in more
than 50% footfall of the attendees to our booth. To quote the actual numbers there
were around 120 invitees (CIOs & CTOs) and around 65 actually visited our booth.
Also, the posts from the personal handles of the 19 people who participated in the
contest drove a lot of engagement & helped boost the brand image & trust. I also
worked with tools like ZoomInfo & Fundoodata for customer profiling.

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 List of Abbreviations

MSP Managed Service Provider

IT Information Technology
ITSM IT Service Management
ITAM IT Asset Management
WFH Work From Home
SME Small and medium-sized enterprises
CAGR Compound Annual Growth Rate
MEA Middle East and Africa
IoT Internet of Things
AI Artificial Intelligence
ITIL Information Technology Infrastructure Library
B2B Business-to-business
GCC Gulf Cooperation Council
SEA South East Asia

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CHAPTER 1 - INTRODUCTION

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1.1 INTRODUCTION

Symphony SummitAI is a leading AI-driven IT/Enterprise Service Management suite

that combines Service Automation, IT Asset Management, and IT Service
Management (ITSM) into a simple-to-use package. Enterprise IT managers and
service providers can increase productivity within their IT service operations with the
support of SummitAI. Enterprise service providers leverage SummitAI's AI-driven
knowledge expertise to significantly lower the cost and complexity of their IT
management while enhancing effectiveness, productivity, predictability, and control.
Leading international companies in various industries are providing outstanding user
experiences while reducing their IT expenditures with the help of Symphony
SummitAI.

As per the research, the global IT market size is going to reach $1125 billion by 2025-
26, increasing at 8.02% CAGR. In the light of increased business inclinations to use
cloud- based services, North America dominates the IT services market.
The proposal of AI's essential value is evident. AI and automation in the performance
of activities can lead to consistency, reproducibility, and speed. In this way, AI
adoption can freely allow humans to undertake more creative, strategic, or
sophisticated work, which is typically overlooked or postponed today. In many
organizations, the application of automation and AI receives a lot of attention. Many
corporate leaders appeal to the pledge of enhancing efficiency and output while
lessening the strain of boring, repeated chores. The time has come to take advantage
of recent developments in artificial information (AI) and IT management machinery
thinking. The number of companies carrying out artificial intelligence has increased
by 270 percent in the last four years, according to a recent Gartner Survey.
The world develops into a fast-ground digital civilization, from a slow, inflexible and
industrial environment. For this shift, speed-to-market is important. Employees
demand relevant information and services that are readily available in terms of
innovation and customer service. ITSM is a sequence of steps, protocols, and
procedures for implementing consumer IT services, improving them, and helping
them. The ITSM's goal is to ensure that divergent functional groups work together

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 based on established best practices in the industry to provide service and values to
their clients. ITSM aims at improving IT customer service consistently and
continuously, in line with business objectives, in contradiction to other techniques
that focus on hardware, networks, or systems.
ITSM includes different frameworks for managing IT applicable to centralized and
decentralized systems. Many of the ITSM-related frameworks handle distinct IT
needs, including those in medical, government, and technological fields. ITSM
encompasses IT services design, implementation, management, and delivery. In the
wake of the COVID- 19 epidemic, firms are becoming increasingly reliable in the use
of ITSM in effective operations while IT Service Managing (ITSM) has historically
improved employee experience by speeding requests, incidents, or change
management. Companies seek to broaden their traditional ITSM to meet both new
business issues and to address both new and old problems with advanced analytics.
For firms wishing to make value from their digital systems, ITSM is a major enabler.
For request, change, and incident management across the IT infrastructure, IT leaders
rely on their ITSM software, and companies think that this software fulfils those
requirements. ITSM's Summit AI is an ai solution meant to increase the speed,
response, and productivity of IT and businesses. For optimum productivity through an
analysis, learning, anticipating, and behaving like a knowledge worker, the Summit
AI offers an extremely powerful overlay that sticks over the current systems
(Symphony Summit AI, ServiceNow, BMC, etc.
In short, it allows firms to improve service quality, to enhance and more by setting up
IT service process management. Here is a perfect list of reasons for using ITSM

 Using a more systematic documentation system, standardize processes.

 Reduce the cost of IT by establishing an IT company and eliminating malfunctions.

 Minimize and strengthen governance in several categories of risk, such as financial

cost control.

 Access actionable IT information to help with decision-making at the front.

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CHAPTER 2 - PRODUCT PORTFOLIO

4
2.1 PRODUCT PORTFOLIO

2.1.1 IT Service Management (ITSM):

SummitAI Service Management is an ITIL 2011 certified intelligent solution which

makes use of the most recent developments in technology, including Mobility,
Analytics, and Automation. It assists CIOs and service providers in increasing
their efficiency of IT service operations while minimizing associated costs and
complexity. Utilizing the most recent developments in AI, Machine Reasoning,
Analytics, and Automation, SummitAI's IT Service Management offers superior IT
service delivery with the express objective of enhancing business performance.
Summit AI is a multi-tenant, enterprise-grade, ITIL-certified solution that can be used
both on-premises and in public clouds. Among other enterprise-wide responsibilities,
it supports HR, Admin, Facilities, Marketing, Legal, Finance, and Procurement. This
enables CIOs and Service Providers in integrating on-demand scalability while
streamlining operations and cutting expenses. Additionally, it serves as a central
platform to browse knowledge articles, monitor progress on incidents, and manage
service requests.
The SummitAI Service Management package comprises the following sub-modules
or components:
• Incident Management (IM)
• Problem Management (PM)
• Change Management (CM)
• Configuration Management Database (CMDB)
• Call Management
• Service Request Management (SRM)
• Knowledge Management (KM)
• Release Management (RM)
• Service Catalog Management (SCM)
• Service Portfolio Management (SPM)

5
 • Service Level Management (SLM)

Figure 2.1.1 Components of IT service management

2.1.2 IT Asset Management (ITAM):

Through agent-less or agent-based discovery mechanisms, SummitAI Asset
Management, an ITIL 2011 certified solution, assists companies in managing
Software Compliances, Software Metering, and Hardware Metering. This operational
approach helps companies reduce risk, cut costs, and boost Return on Investments. By
managing IT and non-IT assets throughout the entire asset life cycle, from planning to
retirement to disposal, the multi-tenant solution maximizes organizational efficiency.

6
 Figure 2.1.2A Phases of Asset Lifecycle

Hardware & Software Asset Management, Agent-based & Agentless Asset

Discovery, Software License Management, Software Variance Reporting, Software
License Compliance, Software Usage Metering, Software Delivery Management and
Application Control are services offered by SummitAI IT Asset Management.

Figure 2.1.2B Salient features of SummitAI Asset Management

2.1.3 CINDE
(Conversational Interface and Decisioning Engine) is a conversational AI and
Machine Reasoning-based engine which is intended to transform customer experience
by automatically resolving the majority of incoming issues. It also recognizes the
issue corresponding to a query, service request, or incident, resulting in zero
downtime. This gives agents more time to focus on high-impact work. It is enabled
with NLP (Natural language processing), intelligent routing & omni-channel support.
Benefits of CINDE -
24/7 Service Desk, Multi-Channel support, Faster resolution, Intelligent Agent &
routing, Saves Millions, Alarm Reductions, Enhances agent effectiveness
Features of CINDE –

 Smart Digital Agent

7
 AI powered Intelligent Routing

 Smart Multi-Channel Support

Figure 2.1.3 Salient features of CINDE

8
CHAPTER 3 - METHODOLOGY AND STUDY DESIGN

9
 3.1 Project Title

Marketing Operations & best practices

Objectives

 To work on various aspects of Marketing operations of the company.

 To create trackers and best practices for various marketing operations.

Tasks accomplished

 To design and create a marketing calendar for the month of May & June.
 To create competitor tracker on SharePoint, tracking major competitors including
ServiceNow, Freshworks & ManageEngine.
 To plan an offsite customer event at Pune.
 To work on a comparative analysis of the marketing strategies of the competitors.
 To clean the database for effective e-mail marketing.
 To do customer profiling of prospect companies using tools like ZoomInfo &
FundooData.
 To plan, manage & facilitate company events.
 To design a portal for Sales Enablement for establishing a single place for all the
company’s resources.
 To drive engagement & stories for the IT Hero Rises campaign.
 Drive customer reviews on peer reviewing sites like Gartner Peer, Software Suggest,
etc.
 Created WinWire for internal marketing & prepared tracker for roll outs.

Figure 3.1 Internship Assignment Sheet

10
3.2 Methodology

On our first day we were introduced about the company and its operations. We were
also introduced & given access to the assignment sheet in SharePoint (fig 3.1). We
went ahead & selected the tasks to be completed which requires little dependency on
others and which we can start working on immediately. I chose to start with the
marketing calendar.

3.2.1 Marketing Calendar –

For this, we first created a tracker on excel of the various events & outreach that were
planned by the organization. Taking that as a reference, we worked on creating a
marketing calendar for internal purpose. Initially, we tried to create calendars on
Canva, SharePoint & Trello which couldn’t the objective of simplicity as well as
clarity. Then we went ahead and researched on the various templates & practices on
the web. We finally found a simple, easy to use and comprehend template by Aha.io.
We utilized the template and designed a calendar for the month of May & June (fig.
3.2.1).

3.2.2 Competitor Analysis –

The IT services sector is fiercely competitive, with few significant competitors. Some
of the players presently hold a majority of the market share. Although, new players
are increasing their market presence and thus expanding their business footprint
across emerging economies, due to advancements in IT consultancy services.
The main competitors of Symphony SummitAI are BMC, Ivanti, Freshworks,
ManageEngine, ServiceNow, Atlassian and MicroFocus. These companies are the
main players in the European market. They have already marked their presence in the
European market and dominate majority of the market share.
Our second and one of the most critical tasks was the competitor analysis. Competitor
analysis is a very crucial part of every organization and it’s not a single day’s job. It’s

11
an ongoing activity which is supposed to be presented week-on-week. It is very
important to map the competitor activities as it gives us a clear idea about where we
can improve & sometimes where our potential customers are (For example – if your
competitor is participating on too many events in a particular region, it’s a sign that
it’s working for them and you may want to get there soon & tap the opportunity).
For this we created a competitor tracker on SharePoint, tracking marketing activities
of the past 6 months of our major competitors, primarily focusing on two sets of
competitors, comprising of 3 companies in each set. The list of competitors included
ServiceNow, FreshWorks. ManageEngine, Ivanti, BMC & Microfocus. Also, tracked
the activities of emerging competition like Jira Service Management & KissFlow. We
also prepared a presentation on observations, highlights & suggestions for the use of
upper management. (fig. 3.2.2)

3.2.3 CIO Offsite event (Pune) –

We worked on planning an offsite customer event in the Pune location. Firstly, we did
extensive online research on offsite resorts & hotels for a day stay offering delighting
team building activities, with an occupancy capacity of 50-60 people (single
occupancy) nearby Pune location, which can be reached within an hour’s time. We
approached various hotels asking for quotations, some of the good resorts couldn’t
fulfill our criteria for single occupancy capacity, which were rejected immediately.
We arrived at some 11 to 14 resorts & hotels which could be taken for consideration.
We received and compiled the quotations, prepared a cost breakup for further analysis
and arrived at 3-4 most promising locations. The locations included Fort Jadhavgadh
Resort, The Corinthians and The Oxford Golf resort for offsite and one location
onsite i.e., Conrad Pune with a culinary activity for the spouses of the customers. We
made a PowerPoint presentation including the best offers for final selection of the
location. The event was postponed to some later date due to budget constraints as the
quarterly budget for marketing activities was almost exhausted. But the database of
quotations & budget analysis could be utilized for future events in the location. A
snippet of the location & cost breakup in the ppt. is attached for reference (fig. 3.2.3)

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3.2.4 Database cleaning and reporting –
We worked on a database of companies in excel with around 13000 companies (fig.
3.2.4). Our task was data cleaning & error reporting. We primarily checked possible
mismatches between names & e-mail IDs on a set of 3500 each (for sending bulk
mailers, it’s important to note that no wrong addressing in the mail happens as it will
create a very bad impression). We also worked on identifying the number of PSUs on
the same database. This was done because government companies or PSUs are
generally a little redundant and harder to approach with multiple levels of approvals
required for any new purchase or implementation. Hence, they don’t make an
effective sales target. This database was then handed over to the Business
development team & utilized for better outreach.

3.2.5 Customer Profiling

We also did region wise (India, GCC & SEA) customer profiling of around 112
companies (each) and a total of around 500 companies to help the business
development team reach out to company prospects in a better way. We used tools like
ZoomInfo, FundooData & LinkedIn for extracting details of C-level, C-1 level & C-2
level employees from the IT department which is our Target Group (TG). The
customer profiles included the following job titles CIOs, CTOs, CISOs, Head of
Delivery & Infrastructure, etc. The database created included the following details –
Employee name, Job titles, E-mail, Contact, Company name, Industry, Employee
size, LinkedIn URL if available, etc. (fig. 3.2.5)

3.2.6 Corporate Events: ETCIO Annual Conclave 2022 & DTS DXB –

I also facilitated two major corporate events (physical) sponsored by Symphony

SummitAI - ETCIO Annual Conclave 2022 & Digital Transformation Summit,
Dubai. We worked on facilitating booth design finalization (fig. 3.2.7), sourcing
creatives from the Agencies, designing a week-long social media calendar for the
event, creating social cards (fig. 3.2.6), selecting gift options, getting quotations from
corporate gift vendors on best prices, finalizing & procuring corporate gifts on the

13
basis of best deals offered, planning activation ideas for driving traffic to the demo
booth & increasing brand recall.
For the ETCIO event we worked on 2 activation ideas – Firstly, we were trying to
bring an interactive robot which could bring more traffic to our booth. We designed
content for the booth like quizzes, games & demo booth booking options. This idea
was again not implemented as the robot cost was pretty high relative to the budget. It
was even more than the cost for booth space (justified as we would rather capture 2x
the booth space with that much cost).
The second idea was of a selfie contest, where the invitees (credible people of C-
level IT employees) could take a selfie with our booth and upload it on their LinkedIn
or Twitter (brings credibility to the brand) and win assured gifts (HBR books that
were unused post an event). This idea was upscaled a bit for the winners being drawn
why a lucky draw towards the end of the event and 2 lucky winners to win an I-Phone
13. This idea was a hit, generating a footfall of more than 50% invitees to the booth
and creating social media buzz from powerful people’s social media handles (19
participants) and drove a lot of engagement. (fig. 3.2.6)
The idea was so successful that it was replicated in the DTS Dubai event with air
pods to the winners. (fig. 3.2.8)

3.2.7 Sales Enablement Portal –

I also designed a Sales Enablement portal on SharePoint (fig. 3.2.9). This was in a
view to avoid wastage of time on back-and-forth communication for company
resources. A no-code portal was designed curating all the company’s digital assets
and resources. This will be a collective resource forum for the sales and marketing
team, compiling all resources like pitch decks, case studies, whitepapers, brochures,
etc. in one place. The portal will enable the sales team to access all the company
resources without hassle while pitching to a customer.

3.2.8 IT Hero Rises Campaign –

IT Hero Rises was one of the campaigns launched by Symphony SummitAI during
COVID to celebrate the unsung heroes at the workplaces who have worked

14
exceptionally hard during WFH to resolve issues and complaints and to ensure
business continuity (fig. 3.2.10). There are many such unsung heroes still
unrecognized so they wanted to boost the campaign post covid to celebrate
exceptional IT heroes. To drive more stories, we tried to reach out to the certificate
holders for referrals. We tried to create a nominations campaign wherein a person can
nominate 3 people to share their stories and get a framed certificate with assured
goodies.

3.2.9 WinWire –

WinWire is a company initiative to recognize the efforts and celebrate the wins of the
sales team over company sales. It’s an internal mail (fig. 3.2.11) sent to the company
employees (weekly/ bi-weekly, as and when new accomplishments are made). We
designed few of the WinWire’s of the company over an existing template and created
a tracker for the roll-outs of the same.

3.2.10 Gartner Peer Reviews –

Gartner Peer Insights follows a very strict review policy. The people who have
already reviewed the company in the past can’t review it again in the next year.
Hence, we created an action plan for the same (fig. 3.2.12). We worked on mapping
the existing reviewers to reach out to their teammates (who haven’t reviewed
Symphony SummitAI yet) to generate more reviews, in return they’d be receiving a
gift voucher. We worked till the mapping phase and weren’t able to reach out to those
employees, the outreach could be carried out by the marketing team at SummitAI.

15
 Figure 3.2.1 Marketing Calendar May & June 2022

Figure 3.2.2 Competitor Tracker

16
Figure 3.2.3 CIO offsite event (Pune) - pptx & cost breakup

17
Figure 3.2.4 Database Error reporting (Name & e-mail ID mismatches)

Figure 3.2.5 Customer Profiling for C-suite, C-1 & C-2 in the IT dept

Figure 3.2.6 Social posts & Video for ETCIO 2022

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Figure 3.2.7 Booth Design Finalization

Figure 3.2.8 Social cards & video for the DTS DXB

19
Figure 3.2.9 Sales Enablement Portal

Figure 3.2.10 IT Hero Rises Campaign Page

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Figure 3.2.11 WinWire template & mail copy

21
Figure 3.2.12 Action plan for driving Gartner Peer Reviews

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CHAPTER 4 - COMPANY PROFILE

23
4.1 About Symphony SummitAI

Symphony Summit AI, a California based company is a market-leading AI- driven

IT/Enterprise Service Management suite that combines IT Service Management
(ITSM), IT Asset Management (ITAM), AI-powered digital agent and Service
Automation in a single simple-to-use platform. Summit AI uses AI-driven knowledge
intelligence to reduce the cost of IT management while improving efficiency and
predictability. Symphony Summit offers cost-effective services to its clients and
strives to provide better services to their customers. Founded by Dr. Romesh
Wadhwani in 2011 and is based in Los Altos, California.
Summit AI delivers up to 20% annual savings in IT Help Desk Operations and up to
45% lower Total Cost of Ownership using machine reasoning and codeless workflow-
based automation. It transforms the way enterprises provide services to their
employees by increasing productivity, lowering costs, and accelerating business
outcomes.
The major competitors of Symphony SummitAI in ITSM market are BMC software,
ServiceNow, Freshworks, Atlassian, ManageEngine, MicroFocus and Ivanti.
SummitAI is used by some of the leading enterprises across verticals like BFSI,
Healthcare, IT & Consulting, Automobile and Manufacturing.
Symphony SummitAI have strong presence in India, Middle East, and South East
Asia regions. US is their largest market.

4.2 Organization History

Wadhwani founded the firm in 2002 as an investment firm based on Palo Alto.
Symphony SummitAI is an IT service company under Symphony Technology Group
(STG).
In 2009, Vijaya Shanker and Vasudev Nayak built a service management tool to be
used in-house at Symphony Services due to the high costs of major IT service
platforms like CA, BMC, and HP. Romesh Wadhwani sees the potential in the
product and spins it into its own business in 2012. Satyen Vyas is appointed as CEO
in 2014.

24
Symphony SummitAI has been recognized as CIO choice and Gartner Peer Insights
Customer Choice for four consecutive years.

25
4.2.1 Mission

Achieve greater levels of speed and efficiency by bringing service and asset
management together under a single platform powered by artificial intelligence and
automation.

Symphony SummitAI India

In India, Symphony SummitAI & Symphony RetailAI (Summit IT Solutions Pvt.

Ltd.) is located in Bengaluru, Karnataka.

4.3 SWOT Analysis of Symphony SummitAI

Figure 4.3 SWOT analysis

25
Chapter 5 - Learnings

This project helped us in understanding the IT service industry and how technologies
like AI and Machine learning have helped businesses to automate their workflow.
I was able to understand the positioning strategy of the competitor companies. For
this, pricing and unique offerings of the competitor companies are compared with that
of Symphony SummitAI.

I got acquainted with ZoomInfo & Fundoodata, a crowdsourced data company which
provides B2B contact details, when working on a project which required me to
compile the contact base of prospective customers of different companies.

I worked on data validation project which gave me the opportunity to put my excel
skills into practice. This work required us to validate the e-mail Ids with a list of
names & report any mismatches and also highlighting govt. companies & PSUs.

I did competitor analysis- Identifying the market share of each of the competitors,
marketing strategies adopted by them & reported the potential gaps in our strategies
to improve upon the same.

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 REFERENCES

 Company website- Home page – Symphony Summit (https://www.symphonysummit.com/)

 SummitAI Abouts page - Company details- accessed on 03/08/2022
(https://docs.symphonysummitai.com/display/ALPS/SUMMITAI+General)
 Campaign page – IT Hero Rises – accessed on 08/08/2022 ( https://it-hero-rises.com/)
 PR newswire -News release- Global IT service market
(https://www.prnewswire.com/news-releases/global-it-services-market-outlook-2021-
2026-growing-demand-for-cloud-based-it-services-and-emerging-big-data-
technology-driving-market-growth-301266766.html

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