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The changing context of IT companies has had a direct and significant impact on how they market themselves and, more specifically, how their Marketing function operates. This new context has placed a whole new set of expectations on the Marketing function per se and taken it through a process of dramatic evolution. When organizations put the spot light on the outcomes of their marketing efforts, questions sometimes arise about the relationship between input and output. How does Marketing effort translate into tangible results for the company? Is Marketing solely responsible for the outcomes? What lies beneath the sometimes apparent disconnect between input and results? What can be the reasons organizations sometimes find gaps between marketing initiatives and desired outcomes?

Another challenge IT organizations face today is the availability of industry – ready resources. There is a need to bridge the gap between skills imparted to students by academia and those required by our industry. One of the emerging trends in the IT fraternity is the setting up of IT Finishing Schools that will facilitate the generation of industry-ready IT professionals and equip them with skills that are required in the IT job market.This, in turn, will add to the quality of the talent pool ready for our industry..

These are some of the issues very concisely addressed in this edition of ‘Insights’.

Cheers
Rusi Brij, CEO & Vice Chairman,
Hexaware Technologies

India offers a very unique combination of attributes that have established it as the preferred offshore destination for IT, abundant talent pool being the key one. From India’s young demographic profile, which is an inherent advantage, to its vast network of academic infrastructure that churns out 3.1 million graduates annually, to its English-speaking workforce, the country offers an unmatched mix of human-power benefits to organizations across the globe.

Despite the strong fundamentals (of a disproportionately large talent pool), there are growing concerns about parts of the existing available talent pool being unsuitable for employment due to a skill gap. Its become imperative to enhance the Indian talent pool to maximize the industry’s potential and enable the sector to further catalyze the country’s galloping economic growth rate. Read more

I’m willing to take a kicking for saying the most obvious things in this article. But I believe it is most often the most obvious and clichéd things that are critical and central to what we do. It is in practicing them that we sometimes truly make a home run. Let me begin with the question – Who is responsible for Marketing? Well…the Marketing function, of course! But we’ll return to this question shortly

Marketing, as a function has been thoroughly redefined over the years. More so, in the IT context, where technology has begun to play a significant role. But the real redefining that has happened is in its fundamental role. From being merely obscure, jargonized "concepts out of MBA text books" some years ago, Marketing has emerged as an essential strategic driver in most respectable companies today. Read more

From the Marketing Manager's desk