Tuesday 16 January 2018

Marketing people: Trish Khalifa

Trish Khalifa
Trish Khalifa

John McGee

Trish Khalifa: Global Marketing Director, Immedis

Trish Khalifa of Immedis talks to John McGee about the challenges she faces in the global business-to-business tax industry.

What is Immedis and what does it offer?

Immedis is a specialist division of The Taxback Group. Our core business is to service the multi-country payroll and tax obligations of clients with overseas staff and we have a team of international tax and payroll experts who advise clients on their obligations and run their international payroll requirements. We have also developed an innovative technology platform, allowing companies to manage their global payroll and employment tax needs all in one place. Our clients include Airbus, Kerry Group, The Clinton Health Access Initiative, Wayfair and Harvard University.

What marketing challenges do you face?

Many organisations still view marketing as a cost centre, rather than as being a growth engine.

However, it’s crucial that marketing works closely with sales to ensure they are helping move prospects towards a sale, while understanding customers’ needs.

B2B sometimes gets lost in the features and functionality, forgetting the person at the end of the process, who has a lot to lose.

B2B decision-makers are under a lot more pressure than B2C buyers. If you or I buy a car or shampoo that doesn’t quite live up to our expectations, it’s fine.

But if a CFO makes a decision to implement a global payroll solution that negatively affects how your employees are paid, it’s a disaster.

Sometimes throwing the brand guidelines out the window to create something unique that resonates with the decision maker is more important. 

Ultimately, it’s about results, leads and driving growth.

What markets does the company service?

We operate in two distinct yet complementary markets. The global mobility tax market is worth over $5bn (€4.5bn) a year in managing the tax obligations for employers and employees sent on international assignments.

It’s a growing market as organisations expand internationally.

Payroll outsourcing is the fastest-growing segment of the global HR outsourcing market. Research has shown that outsourcing organisations spend on average 20pc less than those that don’t.

A key market driver is the need for cost visibility and a key trend is the increased use of technology to simplify management and reporting. This is what we have spent the past four years developing with our payroll platform.

Who are your competitors?

We have two sets of competitors — global payroll software providers and tax advisors.

We sit in the middle, which sounds ominous in traditional marketing theory, but our research has shown that clients really need this.

A global payroll software solution is only as good as the person reviewing the data and the tax expert reviewing it for compliance issues, regulation and legislation across each country.

Technology can’t do that alone. Human intervention is needed to make it work.

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