Gurleen has worked in the Digital space for over 13 years, starting out in e-Commerce as early as 2006. As Director Alliances – Sitecore India, she now focuses on leveraging this experience to enable the Sitecore Partner ecosystem in the region. She is one of the speakers we have lined up for the Bengaluru Brand Summit & Hot Brands 2019. Read more about how Sitecore believes in ‘Elevating the Experiences’, not just ‘Owning the Experience’ them:
- What is the one factor that took your brand from good to great?
Sitecore as a technology brand stands for elevating experiences, and it does so by allowing organizations to manage the complete content lifecycle across multiple media channels through a single platform, including Commerce. This, in turn, allows for the delivery of seamless and consistent customer experiences. The inherent value of the Sitecore Experience Platform has made us the best Digital Experience Platform and brand, in the market.
- What role does technology play in making and keeping a brand hot?
Technology is an enabler for Brand Strategy and Customer Relationship Management. If implemented well, an Experience Platform technology can lead to exponential growth. However, if the selected MarTech stack is not integrated well into your marketing processes, where they have an organic co-existence – it can potentially turn into a roadblock, if not a weight around the organization.
- How has data become the essence of business/marketing?
In contrast to a decade ago, when analytics was used as post-facto support for decisions made by a business, today we have technology that can truly embed ‘operational analytics’. This is a stage where analytics is a crucial component of the campaign life cycle – in the design, build-up, execution, and insights post the go-live stage. The key lies in how we lay the necessary foundation within the organization to leverage operational analytics.
- What are your thoughts on the need for digital transformation?
As long as there are digital disruptions in the market, there is a need to have a working strategy or at the very least a point-of-view around digital transformation. Examples: Airbnb, Oyo, Uber, Nike. Technology has enabled innovation at scale and taken it to the masses. There needs to be a roadmap, even if the execution has staggered. This can be done via Centers of Excellence, in-house Innovation Centres etc.