Deependra Chumble – Acting CMO – Hexaware Technologies


 PW: As a marketer what would you say are your current priorities?

DC: Taking the current market situation into consideration, I would say that focus on Customer Data Management & Analytics, Social Media & Digital Communications are key. In addition we need to concentrate on linking supply chain to marketing initiatives as well as revamping our organizations’ website. This sends out the message that we are up to date with the current technology and are able to cater to our customers’ individual needs.

PW: At Hexaware Technologies, how has technology played a role in customer acquisition or retention?

DC: The combined use of Eloqua, Demandbase, Google Analytics and LinkedIn has allowed us to track web visitors’ behavior and convert prospects into customers. I have personally been involved in putting these closed loop programs together and have instrumented a $1.4 Mn acquisition in the last one year.

PW: How has technology played a role in new product development, market expansion or other areas?

DC: Technology has played a vital role in market expansion and lead generation from web visitors contributes to a major chunk of the new business acquisition. It has also helped us measure the efficacy and improve upon existing marketing campaigns to ensure that the topline improves consistently and brand awareness magnifies exponentially.

 PW: Do you have a separate budget for the IT component of marketing? And how aligned are the marketing and IT functions in the organization?

DC: Yes, it is a part of the overall Marketing budget. Marketing function is fully aligned with the IT functions in Hexaware as the structure is such that each IT horizontal and also the vertical have an independent Marketing head who in turn reports to the CMO. This is a dual reporting structure which works perfectly in the best interest of the both. All Marketing activities and events are therefore jointly run by them.



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