Bidisha Nagaraj, CMO - Schneider Electric-India
“Marketing as a function has evolved over the years. At Schneider Electric we look at the Marketing function holistically and also have added on the Digital and Data transformation as a key responsibility. The way we engage with customers and influencers is increasingly reflecting this reality and the marketing team here is front ending this vital development.
At Schneider Electric we are paranoid about understanding the pain points and solving customer problems. To do this we map the entire customer journey and the transformation that we have introduced within the company is a dashboard called the Brand to Order(BTO).
The Brand to Order (BTO) transformation has one big philosophy driving it and that is - any marketing efforts through resources, activities, budgets, carried out has to be measured and needs to bring in an ROI. The 3 measurement pillars of BTO are Brand salience, Digital engagement and Influence on Revenues. This obsession of staying focused on the customer journey and greater measurability has enabled the Marketing teams to become more accountable with higher influencing abilities with business teams
Since technology is ever dynamic and changing alignment comes with understanding and awareness. At Schneider Electric we are constantly changing processes, introducing new tools, embracing new digital technologies. As a marketing team we assume the task of change agents at Schneider Electric. Towards this we run regular digital immersion programmes, we demonstrate the power of brand and business coming together and last but not the least we encourage business leaders to become digital change agents to influence upwards and downwards.”