Microsoft in Finland ’ s CMO Janina Backlund understands the value of diverse teams that represent the customers served and reflect audience needs

Microsoft is partnering with Telia in Finland to deliver an evolving customer experience ; one made up of rich H2H ( human-to-human ) interactions . “ We need to stay relevant with our customers with the right message on the right channel and at the right moment ,” says Microsoft Finland ’ s CMO Janina Backlund .

—— Janina Backlund , CMO , Microsoft Finland

Value-Based Marketing How our values are communicated is key , says Backlund : “ You can ’ t simply copy / paste value messages ; they need to be authentic so you go to market in a way that matters to the audience you want to engage with .”

Surface the Women Microsoft has been running its # SurfaceTheWomen campaign for three years now ; in tune with Telia ’ s aim to have 40 % of its leadership roles allocated to women by 2023 . “ Gender equality is a conversation that needs to progress . Diversity and inclusion are written into our DNA at Microsoft ,” explains Backlund . “ These are core values grounding the way we develop our technology which needs to be accessible for everybody . Microsoft ’ s offering needs to represent the diverse audiences we aim to serve . This extends all the way to the teams we recruit ; which must represent those same customers . It ’ s difficult to create innovations that are actually meaningful for our end users if we don ’ t make sure the teams developing them are diverse and value inclusion .”

Watch : # SurfaceTheWomen 2021