People were spending time on social media, flocking online for entertainment, shopping utilities, gaming and much more.
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Microsoft had a busy 2020, clocking growth that most other companies would only be envious of. For Hitu Chawla, the year gone would be a milestone year for more than one reason. Chawla has been associated with Microsoft since 2006, wherein she has held different marketing mandates, in different markets including Microsoft US. It was in the midst of the pandemic how- ever that the tech major named her the chief marketing officer for Micro- soft India, counted as one of the most important markets for the company.
In her roles — both present and earlier — Chawla has been very vocal on how the modern marketer must do things differently, especially when it comes to contributing to business growth. A large part of her 2020 marketing playbook delivered on this, placing her among BW India’s Top 50 Marketers 2021.
A Real Marketing Opportunity
“Marketing must bring business value, and in turn drive business growth. Last year was an anomaly that drove various businesses to cut costs including marketing budgets. But it was also then that the real modern marketing opportunity came to shine and prove its mettle. People were spending time on social media, flocking online for entertainment, shopping utilities, gaming and much more. It was the perfect time to harness and capitalise on the digital shift,” explains Chawla.
Businesses that bounced back in the new normal were those that did not cut marketing spends. “In fact, they increased it,” observes Chawla, adding, “But they changed how and where they were spending the marketing dollar to reflect the mix that we are operating in. This requires an agile CMO who knows where the consumer is.”
The Language of Business
Like some of her peer, Chawla insists that it is time for marketers to change their thinking pattern. She advises, “It is imperative to adopt the language of business. Go beyond vanity KPIs of clicks and views. Instead, be accountable for key business indicators such as revenue pipe or customer retention. Don’t work in your functional silos. To be a true partner to CEO, you need to be the orchestrator who influences and drives collaboration between all functions, bringing it together.”
Microsoft is a global matrix large organisation, where it is easy to get siloed. Chawla informs that the pandemic brought the company closer like never before. “Whether it is engineering, sales, partner, marketing or finance, we are all wired together. It is like a war room. We get the pulse of what is happening, and it goes back into marketing, product and so on.”
2020 Tested Marketers
Commenting on being a top marketing leader in India, she says, “This one is special since last year was not an easy one. It tested us as marketers, making us navigate un- certainties without any pit stops. We have learned new ways of reaching out to customers, predicting behaviour. We have learned to talk less and listen more. We are still learning and executing to an all new marketing playbook. What was remarkable is the resilience in us to adapt to the next normal, and become drivers of change.”