The marketing leader is the brain behind an organization's strategy and success

Shankaracharya Laskar
Marketing Director - Xerox India
 

“At Xerox, we have been able to address a couple of opportunities in the market segment and that is where we are seeing good traction as well as trends in the marketplace. One has always been the services domain, where we are seeing increased traction with customers and also more opportunities to play with.

The second is that we are also seeing a strong growth in our other segment of business which is our digital printing business, the production presses that we sell. We are finding increased traction in terms of our ability to meet customer expectations and deliver outcomes for the customer.

Digitization is an opportunity for the print business. As a market leader in the segment, the way we see this is when digitization happens, it is the intersection of the physical world and the digital world that we contribute to the most and that is where this is an opportunity as well as a trend we see in the market. You know how the physical processes, physical documents that we see in an organization move to a digital stage at some point in the workflow and our ability to impact this workflow, automate this workflow and create documents in a digital form which are intelligent, is one of the opportunity areas in this entire digitization momentum in the market. It is also the reverse, where a digital document actually moves to a physical shape and lends itself available at a required point of time to an organization that is equally critical. So, that point where information and documents move from physical to digital and back is the single biggest opportunity for a print vendor. Obviously there are various levels to which each vendor will offer the services and we are right there in the front in our ability to extend to customers his value proposition.

The role of a marketing leader in an organization is very critical. He is the brain behind an organization's strategy and success. It’s not only about strategy but also how the implementation happens post the strategy is conceived and planned by him. So the impact of a marketing leader’s decision is seen across - whether we talk about the long term roadmap, the kind of products and services that are offered, or how the market is viewed in terms of opportunity, size and growth. It obviously includes the elements of creating the right perception about your brand, creating the value around your offerings to potential customers and the radius and effective means by which you reach out to these customer segments.”