INTERVIEW

Equinix operates a global interconnection platform to connect businesses to their customers, employees, and partners in order to accelerate their business, IT and cloud strategies. Ravi Ravishankar, Vice President of Marketing in APAC, says that as the internet of things (IoT) and cloud expand the need for interconnection, the company is able to take advantage of that growth through its infrastructure and equipment in data centers globally.

Growth at Equinix is defined and measured across three key vectors: financial growth, market share, and new market expansion. “We measure growth through the lens of financial growth by quantifying increases in bookings and revenue,” he says. “We also measure our organic capacity expansion through growth in market share in our existing markets. Finally, we look at new market expansion in areas where we do not currently have a presence.” Each function then translates these growth metrics to the role they play in the company. For the marketing function, that means establishing metrics around the number of new customer wins, number of products sold and growth in brand awareness.

He says that the organization sets a long-term, three-to- five-year strategy that is updated annually. In addition to that, they set a granular fiscal year strategy and plan, which is led by the central strategy function. That function brings together cross-functional and cross-regional teams to help ensure that all diverse inputs are brought into the process.

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