Hcl technologies harvard case study

Submit 2 paragraphs of reflection on what you have learned from each case study
The goal of this assignment is to give you an opportunity to reflect on how the learnings in the case study apply to either the course lecture and/or a situation described in the case study.W16673 HCL TECHNOLOGIES: PUSHING THE BILLION-DOLLAR WEBSITE Srividya Raghavan, Apurva Chamaria, and Guarav Kakkar wrote this case solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. This publication may not be transmitted, photocopied, digitized, or otherwise reproduced in any form or by any means without the permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) cases@ivey.ca; www.iveycases.com. Copyright © 2016, Richard Ivey School of Business Foundation Version: 2016-10-21 “Our digital funnel target grew by about half a billion dollars for [FY 2015/16],” said Apurva Chamaria, the head of Global Brand and Digital Marketing at HCL Technologies (HCL-Tech), to his colleague, Gaurav Kakkar, associate general manager and head of Digital Marketing. A silent nod of understanding from Kakkar conveyed to Chamaria that the increased target was a challenge that his team had foreseen. While both Chamaria and Kakkar had sensed the growing expectations of management for the digital marketing team, they figured that a 35 to 40 per cent growth in target could prove to be a challenge, even for such an enthusiastic team. With the HCL-Tech website as its springboard, a concerted multichannel digital campaign had yielded the $5.8 billion company a “lead funnel” of about US$1.1 billion1 in FY 2014/15. The digital marketing team had become popular among the company’s sales teams across geographies as a result of the online lead generation and customer-intelligence-gathering task it had undertaken. During the last senior management meeting, the head of strategic marketing and senior corporate vice-president, Krishnan Chatterjee, had pegged the team’s target for qualified lead generation at $1.5 billion. To achieve this new target, the team had to revisit its journey over the past two years to make an assessment of the group’s digital strategies and tactics. Besides Chamaria and Kakkar, the digital marketing team at HCL-Tech comprised Paritosh Gautam, Maneesh Choudhary, and Akhil Agarwal. Gautam managed the website’s technical team and was in charge of developing and updating the front end and back end of the site (www.hcltech.com). The lead generation and analytics team was fronted by Choudhary. His team collected and responded to queries, collected lead intelligence, and followed up on the lead qualification and action taken for the leads generated from the website through the company’s integrated customer relationship management (CRM) system. Agarwal and his team managed the search engine (organic and paid) and the paid digital media marketing across channels that were aimed at search engine dominance and lead generation. Besides its regular online activities for generating and optimizing leads from the website, the team provided digital marketing support for campaigns initiated by other departments.