Rukmani Subramanian Chief Marketing & Operations Officer

Microsoft Malaysia

Introducing myself

USA My Values

Family

Integrity

Passion

@ MSFT

11 Years

Experiences

Marketing

Strategy

Product

Why I Am Here

Opportunity

Learn & Grow

Leave a Legacy

3

Top opportunities and

challenges for CMO

Ideas and best

practices

My top of mind: the customer experienceCustomer experience at the center of our transformation journey

4

“How do I take responsibility

for the customer experience,

drive customer-centric

marketing strategies and

innovate along the customer

journey?”

My Organization

Charter

1. Ensure Great

Customer &

Partner Experience

2. Land Company

Strategy

3. Drive Marketing

Transformation

PLATFORM

STRATEGIST

The Marketer’s DilemmaStaying in step with the customer along the path to purchase

6

How do I elevate the impact of marketing?

Actionable

insights Responsive

teams

Digital

innovation

Multi-channel

campaigns

• Transforming data

to actionable

marketing insights

• Getting a single,

unified view of each

customer

• Anticipating what’s

next with predictive

analytics

My Challenges and Opportunities

7

• Marketing with

Agility

• Accelerating

campaign creation

through efficient

resource

management

• Reaching customers

with a new breed of

advertising

• Connecting across

every channel

• Connecting sales

and marketing

• Winning customer

hearts with

immersive, social

experiences

• Connecting across

both physical and

digital worlds

MARKETING ANALYTICS

Bringing customers into our focus

MARKETING OPERATIONS

Creating amazing campaigns with real impact

DIGITAL MARKETING

Being in the moments that matter

CUSTOMER EXPERIENCE

Innovating along the journey

Challenge: Navigating marketing technology landscapeMarketers needs to deliver top experiences while maximizing technology ROI

8

Marketing teams drowning in technology choices

How are we approaching marketing in MSFT Malaysia?

9

Creating amazing

experiences with

efficient operations

Innovating the

customer

experience

• Collaboration and

communication tools that

move away from focusing

on individual abilities to

tools that empower

collective wisdom

• Truly mobile work culture

where time and place do

not dictate how we work

• High engagement

advertising through “Ad-

in-Apps”

• Customer Relationship

Management Tools for

sellers & marketers that

enables us to target

marketing activities by

sales stage

Focusing on the

customer with

analytics & insights

Connecting with

customers through

digital marketing

• Business insights from

multiple sources

rationalized and

consolidated in a single

pane of glass

• Customer propensity

models to inform account

planning & marketing

• Democratizing BI

10

Creating amazing

experiences with

efficient operations

Innovating the

customer

experience

• More intelligent tools

that understand context

in order to anticipate and

prioritize what matters

most

• More immersive and high

engagement advertising

• Marketing automation

tool that seamlessly

integrates with CRM and

other marketing

applications providing an

end-to-end integrated

solution for lead

management, resource

management etc.

Focusing on the

customer with

analytics & insights

Connecting with

customers through

digital marketing

• Being able to anticipate

and proactively address

customer needs through

predictive analytics

How are we reimagining marketing for tomorrow?

One Microsoft marketing vision

11

My Marketing Vision

Better insights. Bigger impact. Built for you.

Bring your customer

into focus

Create amazing campaigns

with real impact

Be in the moments

that matter

Innovate along

the journey

Start

Get connected• Learn about industry best practices and

examples from your peers

• Learn how Microsoft Marketing is transforming with the Marketing@Microsoft blog

microsoft.com/marketing

Thank you for your timeNext steps

rukmanis@microsoft.com