CMOs: From Marketers to Master Builders of Growth

From Campaign Execution to Boardroom Influence: Marketers as Strategic Enablers in India’s Digital Economy

In today’s dynamic and digitally driven business environment, marketers have undergone a profound transformation. No longer limited to being brand custodians or communication specialists, they have emerged as strategic enablers at the core of organizational growth. Across industries, but particularly in India’s booming technology sector, marketers are driving business innovation, shaping customer experiences, and accelerating digital adoption. Their role is no longer confined to storytelling; it now extends to building ecosystems, leveraging data, and creating measurable impact that aligns directly with business objectives.

The Convergence of Technology and Marketing in India’s Digital Economy

India, one of the fastest-growing digital economies in the world, provides a fertile ground for this evolution. With over 800 million internet users, widespread smartphone penetration, and the government’s push through initiatives like Digital India, the opportunities for marketers have expanded exponentially. Technology has blurred the lines between brand engagement, customer experience, and business outcomes. Marketers today must understand cloud, AI, data analytics, social media platforms, and MarTech tools as deeply as they understand customer psychology. This convergence of technology and marketing is defining how businesses in India connect with their customers, scale their operations, and build resilience in an increasingly competitive marketplace.

AI, Data, and Hyper-Personalization: Meeting the New Consumer Expectations

The rise of consumer technology adoption has been a game-changer. From online shopping on Flipkart and Amazon to digital payments through UPI and Paytm, Indian consumers today expect seamless, personalized, and real-time experiences. This shift has forced marketers to embrace digital- first strategies, where campaigns are not just about reach and recall but also about delivering hyper-personalized interactions across touchpoints. Artificial Intelligence (AI) and Machine Learning (ML) are now being deployed to analyze consumer behavior, predict trends, and create highly targeted campaigns that drive conversion. Marketers are leveraging automation tools, chatbots, and data-driven content strategies to meet customer expectations at scale.

Marketers as Growth Architects and Ecosystem Builders 

Equally significant is the role of marketers in business-to-business (B2B) technology enterprises. As Indian IT services, SaaS startups, and global technology companies expand their footprint, marketing has become central to positioning India as an innovation hub. From Infosys and TCS to emerging unicorns like Zoho and Freshworks, marketing leaders are actively shaping global perceptions of Indian companies. Here, marketers are not only storytellers but also growth architects—building trust with international clients, showcasing India’s technological prowess, and driving adoption of digital products and services.

The post-pandemic landscape further accelerated this evolution. Remote work, digital collaboration, and virtual selling became mainstream, requiring marketers to rethink engagement models. Webinars, virtual conferences, and online product launches replaced traditional formats, and marketers stepped up to design immersive digital experiences. They became champions of digital transformation within their organizations, guiding leadership on how to use technology to stay relevant and competitive.

Another key dimension is customer engagement in regional and diverse markets. India’s linguistic and cultural diversity presents both opportunities and challenges for marketers. While urban consumers are adopting 5G, AR/VR shopping, and AI-enabled recommendations, rural India is experiencing its own digital revolution through affordable data plans and vernacular content platforms. Marketers need to balance global messaging with hyperlocal engagement, often leveraging regional influencers, community-driven campaigns, and language-specific content. Here, technology plays a vital role in scaling personalized engagement to millions of consumers across the country.

Building Trust, Purpose, and Ecosystems

At the same time, marketers in India are becoming custodians of trust and purpose. With rising concerns about data privacy, sustainability, and ethical business practices, today’s consumer expects brands to be responsible and transparent. Marketers are leading the narrative on sustainability goals, green technology, and inclusive growth—ensuring that businesses not only sell products but also stand for something meaningful. They are using digital platforms to amplify these messages and foster deeper emotional connections with customers.

The interplay between partnerships and ecosystems is another area where marketers are playing a transformative role. With India becoming a hub for global cloud providers, AI innovators, and fintech disruptors, marketers are instrumental in shaping collaborative ecosystems. By working closely with technology partners, government bodies, and industry associations, marketers are helping build trust in India’s digital future while ensuring businesses remain relevant in a rapidly shifting global economy.

Ultimately, the Indian marketer’s role has expanded from executing campaigns to influencing boardroom decisions. They are integral to product innovation, go-to-market strategies, customer retention, and revenue growth. Their expertise lies not just in creativity but also in interpreting data, leveraging MarTech, and connecting the dots between technology and business outcomes.

Moving forward...

As India continues its march toward becoming a $1 trillion digital economy, the role of marketers will only grow in significance. They are not just enabling digital transformation but also defining the narrative of India’s technology-driven growth story. In this landscape, marketers stand as the bridge between innovation and adoption, between businesses and consumers, and between India’s digital potential and its global impact. VARINDIA spoke to some of the prominent industry’s marketer, 

below are the excerpts…

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MARKETERS ARE DRIVING GROWTH, DIGITAL TRANSFORMATION, AND INNOVATION
   
RISHIKESH KANE
Deputy General Manager, Marketing- Brother International (India) Pvt. Ltd.

At Brother India, I’ve seen marketing evolve far beyond a traditional support role into a true growth engine at the heart of our business strategy. My team and I act as the vital link between market intelligence and business innovation, working hand in hand with sales, product, and service functions. Together, we shape product roadmaps, reimagine customer experiences, and drive digital transformation—while also creating demand, strengthening partner ecosystems, and unlocking new revenue streams.

I believe in accountability, and our contribution is measured through a robust KPI framework that blends both brand and business metrics. On the business front, we track lead conversion rates, customer acquisition costs (CAC), campaign ROI, and marketing-sourced revenue. For brand performance, we focus on customer retention, NPS, social listening insights, and favorability scores. We also monitor e-commerce traction and Tier 2/3 market adoption, which reflect our expanding reach in India.

Using AI, Analytics, and Automation

AI, analytics, and automation have become central to how I lead marketing at Brother India. Predictive analytics helps us segment users more effectively and personalize campaigns in real time. We also rely on AI for performance forecasting, sentiment analysis, and creative optimization, enabling us to drive engagement while lowering acquisition costs. Our automation stack powers end-to-end lifecycle journeys, ensuring we stay connected with customers from onboarding to re-engagement.

Marketing as a Transformation Partner

I see marketing as a key architect of Brother India’s digital transformation journey. We’ve enhanced CRM intelligence, digitized customer support through WhatsApp and chatbots, and built digital content hubs for partners. By integrating analytics across systems, we’ve created agility and seamless omnichannel engagement. For me, marketing is no longer just about communication—it’s about being a transformation partner. Looking ahead, I believe the role of the CMO will expand further, sitting at the intersection of technology, data, and brand purpose. Future CMOs will take ownership of customer intelligence, sustainability, and digital governance, balancing creativity with business acumen. My vision is clear: to drive both short-term growth and long-term brand equity in a digital-first, purpose-driven world.

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FROM PROMOTION TO PURPOSE: MY JOURNEY REDEFINING MARKETING AT CP PLUS

ADITYA KHEMKA
Managing Director, CP PLUS (Aditya Infotech Ltd.)

When I look at how my role at CP PLUS has evolved, it’s clear that marketing has shifted from traditional promotion to strategic leadership. What was once focused on campaigns and visibility is now about shaping the organization’s future. I see marketing as a core enabler of growth, innovation, and trust, directly influencing product positioning, partnerships, and national priorities like Make in India, smart cities, and homeland security. For me, it’s no longer about the “how” of promotion but the “why” of purpose—connecting innovation with relevance and building bridges between technology and people. Every campaign today is not just communication but a step toward making CP PLUS a global surveillance leader and a trusted nation-building partner.

Measuring Impact Beyond Numbers

I believe marketing must prove its value not just in awareness but in growth, equity, and influence. At CP PLUS, we track metrics like lead velocity, MQL-to-SQL conversions, opportunity progression, and pipeline health, which highlight marketing’s direct contribution to revenue. Our Partner Sentiment Index measures the trust and activation of our channel ecosystem, while digital engagement metrics—from CTRs to sentiment analysis—help us fine-tune narratives for diverse audiences. Awards like Brand of the Decade reflect the equity we’ve built, but I define success by how well marketing nurtures demand, strengthens ecosystems, and amplifies India’s innovation story.

Marketing as the Architect of Digital Transformation

In our digital transformation journey, marketing acts as both architect and accelerator. My role is to translate technological milestones—from STQC certifications to IPO achievements—into stories stakeholders can connect with. Beyond narrative building, we actively onboard partners and customers onto digital platforms, cloud solutions, and training modules, ensuring adoption and confidence. By embracing digital-first go- to-market strategies, such as virtual launches and interactive webinars, we bring innovation closer to end users. Internally, I drive a digital culture with analytics, collaboration, and data-driven decision-making, making marketing the connective tissue of our transformation.

Looking ahead, I see myself—and future CMOs—at the crossroads of technology, data, and purpose. Our mandate is to balance creativity with business acumen, deliver measurable impact, and build long-term brand equity while contributing to India’s digital growth story.

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SHAPING THE FUTURE OF MARKETING WITH AI AT CYBLE

RAJ INTHA
Global Marketing Director, Cyble Infosec India Pvt. Ltd.

When I first started my career, marketing was about campaigns, lead generation, and tracking numbers. Over time, my role has evolved into something much broader. At Cyble, marketing is no longer a silo; it is deeply embedded in the company’s growth strategy. I work as closely with Sales, Product, and Finance as I do with my own team. For me, marketing today isn’t just about visibility — it’s about fueling the pipeline, strengthening partnerships, and positioning Cyble as a global leader in cybersecurity.

To measure our impact, I’ve moved beyond counting leads to focusing on metrics that truly reflect growth. MQL-to-SQL conversions, win rates, and deal velocity show whether we are enabling revenue. At the same time, I monitor brand trust and credibility — industry recognitions from Gartner, Forrester, and G2 are powerful proof points that our marketing efforts are building authority and confidence in Cyble.

AI and Data-Driven Marketing: Powering Growth with Blaze AI

AI has become the backbone of how I run marketing. We use AI-driven tools for campaign optimization, lead scoring, and spend efficiency, but what truly sets us apart is our in-house Blaze AI. Blaze doesn’t just power our cybersecurity products; it also empowers my team to predict outcomes, personalize at scale, and make smarter, faster decisions. Combined with automation through CRM platforms and advanced analytics, this AI-driven approach allows us to run global campaigns with agility and precision. For me, AI isn’t about replacing people; it’s about enhancing human creativity and strategy with intelligence.

From Campaigns to Strategy

Marketing has also been at the forefront of Cyble’s digital transformation. It’s not only about digitizing campaigns but about creating digital- first experiences that build trust even before a sales conversation begins. From thought leadership ecosystems to partner-first communities like GrowCon, we’ve used marketing to tell our AI-native story and showcase how Cyble is shaping the future of cybersecurity.

Looking ahead, I see the CMO of the future as a growth architect powered by AI. With the explosion of data and intelligent platforms, tomorrow’s marketing leaders must balance creativity with AI-driven insights. At Cyble, we are already blending storytelling with data validation through Blaze AI — enabling us to forecast pipelines, understand customers better, and scale personalization. The future CMO will not just be a brand custodian, but an AI-enabled strategist shaping revenue, product direction, and even investor confidence.

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MARKETERS AT DATA SAFEGUARD ARE DRIVING GROWTH, TRUST, AND COMPLIANCE IN THE AI ERA

DR. DAMODAR SAHU
Chief Growth Officer, Data Safeguard India

When I began my journey in marketing, the role was largely about campaigns and communication. Today, at Data Safeguard, marketing has transformed into a strategic leadership function that directly shapes business outcomes, product adoption, and ecosystem trust. In an era where data privacy violations cost companies billions— with Google, Facebook, and others paying record settlements—marketing cannot remain limited to visibility. It must bridge the gap between technology, compliance, risk management, and customer confidence. Every narrative we shape has implications not just for brand perception but also for enterprise resilience and long-term trust.

AI-Powered, Trust-Driven Growth

AI, automation, and analytics now power nearly every aspect of how I lead marketing. At Data Safeguard, we use our patented CCE® Responsible & Ethical AI to drive both product innovation and marketing intelligence. This allows us to optimize campaigns in real time, personalize at scale, and transform complex compliance challenges into actionable business decisions for our customers. It’s a model where AI, analytics, and marketing converge to enable trust-driven growth. By aligning our storytelling with the same intelligence that protects enterprises, marketing positions Data Safeguard not just as a privacy solutions provider but as a strategic partner for global businesses navigating regulatory complexity.

The CMO as a Strategic Architect

Looking ahead, I believe the CMO’s role is evolving into that of a growth and trust architect. Success can no longer be defined only by leads or impressions—it’s about how effectively marketing helps organizations manage risk, build trust, and innovate responsibly. At Data Safeguard, marketing informs strategy, guides product design, and ensures that every solution, like our ID-PRIVACY® platform (deployable in just two weeks with ROI in four), is grounded in Privacy by Design. This ensures that marketing is not a support function but a compass for ethical, AI-driven, compliance-forward growth.

For me, marketing at Data Safeguard is mission-critical. It’s about turning complex privacy challenges into strategic advantage, ensuring we protect enterprises while enabling them to grow with confidence. The future CMO, in my view, will not only be a storyteller but also a guardian of trust and resilience, balancing creativity with intelligence and shaping the future of ethical, AI-enabled business growth.

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MARKETING 2.0: FUELING TOMORROW’S GROWTH

MOHAMMED ANEEZ
Marketing Manager, Exclusive Networks

When I look back at how marketing has evolved at Exclusive Networks India, the transformation is remarkable. What once revolved around visibility, events, and communication is now deeply embedded in the core of our business strategy. Marketing has become a true growth enabler — working hand-in-hand with sales to open new markets, align campaigns with organizational priorities, and leverage customer insights to shape go-to-market strategies. My team and I aren’t just creating awareness; we’re driving demand generation, empowering partners, and influencing high-level buying decisions in the cybersecurity space. In such a competitive environment, our responsibility extends far beyond promotion — it’s about accelerating technology adoption, building trust, and positioning Exclusive Networks as a leader in secure digital transformation.

Measuring What Truly Matters

For me, marketing impact must be spoken in the language of business outcomes. At Exclusive Networks India, we focus on metrics like ROI on campaigns, cost per qualified lead, deal acceleration, and partner satisfaction. Every campaign we design is evaluated on whether it fuels revenue growth, expands wallet share, or strengthens partner loyalty. Vanity metrics have no place in our framework; success is defined by sales velocity and partner success. If a campaign doesn’t help our partners book more meetings or grow their footprint with customers, it hasn’t done its job. By tying marketing outcomes directly to business growth, we’ve firmly positioned marketing as a revenue driver rather than a cost center.

Powering Digital Transformation

Marketing also plays a central role in our digital transformation journey. It’s not only about promoting products — it’s about shaping how disruptive cybersecurity and networking solutions are perceived and adopted across the ecosystem. By building demand-generation engines, thought leadership platforms, and digital engagement frameworks, we enable both our vendors and channel partners to succeed. Every initiative is designed to reflect our brand’s values of agility, innovation, and security leadership. Whether through partner enablement programs, co- innovation campaigns, or digital-first storytelling, marketing ensures that Exclusive Networks is seen not just as a distributor but as a trusted partner in accelerating secure digital transformation for enterprises in India.

In essence, marketing at Exclusive Networks India has evolved into a strategic growth engine. It fuels revenue, accelerates adoption, builds trust, and ultimately positions us as a leader shaping the future of cybersecurity in one of the most dynamic markets in the world.

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FOR INFLOW, MARKETING AS THE CATALYST FOR GROWTH AND TRANSFORMATION

SOUMIT BHATTACHARYYA
Sr. VP – Services & Marketing, Inflow Technologies Pvt Ltd.

Over the years, I’ve witnessed marketing in ICT distribution evolve from being a support function to becoming a strategic growth enabler. For me, marketing is no longer about promoting products—it’s about driving business outcomes, shaping ecosystems, and influencing innovation.

From Promotion to Purpose

My role has shifted fundamentally. We’ve moved from product promotion to solution storytelling, helping partners and customers see technology as a business enabler. Marketing is not just channel support anymore—it’s about building ecosystems through co-marketing, joint campaigns, and strong partnerships. The focus has expanded from awareness to demand generation, using data- driven strategies that accelerate sales, create revenue streams, and strengthen long-term loyalty. Our “techfluential” edge influences market expansion, vendor alignment, channel readiness, and technology mapping, supported by pre- and post-sales initiatives, our Center of Excellence, and the Inflow Academy.

Driver of Digital Transformation

At Inflow, marketing plays a pivotal role in our digital transformation journey. We lead with customer-centricity, ensuring personalized engagement, relevant messaging, and data-driven insights that meet evolving partner expectations. Collaboration across sales, product, and technology teams ensures consistency and strategic alignment. Most importantly, marketing is where innovation takes root—we pilot and scale new initiatives in automation, AI, and content innovation, ensuring our brand stays agile and future-ready. In this way, marketing doesn’t just adopt digital tools—it actively shapes how we connect, deliver value, and remain competitive.

The Future

Looking ahead, I see the Chief Marketing Officer’s role as one of the most strategic in ICT distribution. A CMO must go beyond brand stewardship to become a growth architect, innovation catalyst, and transformation leader. The responsibility lies in translating complex technologies into compelling value propositions, building trust across ecosystems, and using data insights to predict demand and personalize engagement at scale. Above all, the CMO is the connector—aligning sales, product, vendor, and operational teams to drive agility and accelerate outcomes.

At Inflow, I embrace this expanded role fully. Marketing is no longer the storyteller on the sidelines—it is the architect of growth, the bridge between technology and business value, and the driving force behind transformation.

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MARKETING EVOLUTION: FROM LEGACY MARKETING TO FUTURE-READY LEADERSHIP

AJAY KUMAR
Head of Global Marketing, ManageEngine

Over nearly three decades as a marketer, I have witnessed a profound transformation in the art and science of brand building. My journey began with traditional marketing—advertisements, PR, and events—but has evolved to embrace the game-changing impact of digital platforms, influencer partnerships, podcasts, and social media. The biggest challenge is harmonizing our brand message across every channel, ensuring relevance not just globally, but also within regional and cultural contexts.
Leading the marketing function in a B2B technology organization presents unique complexities, especially when compared to B2C brands. While our primary audience consists of IT decision makers, our communication must also resonate with wider audiences, stripping away technical jargon and making our message accessible to everyone. Gone are the days of generic campaigns; each initiative is now tailored, mindful of local sentiments and audience diversity, which keeps our communication authentic and impactful.

Digital Transformation and Customer-Centricity

At ManageEngine, our marketing operates under a hub-and-spoke model. The central ‘hub’ manages corporate activities like web and brand presence, PR, analyst relations, and events, while the ‘spokes’ focus on individual product marketing, SEO, SEM, and supporting collateral. Seamless collaboration between these teams is vital for a consistent digital experience across all channels—web, mobile, social, email, and even offline touchpoints.

We have empowered our teams with homegrown marketing automation platforms, centralized digital repositories for brand assets, and transparent analytics, making it easier to deliver a cohesive customer journey and measure the impact of every effort. Information-sharing across the organization has become the backbone for both consistency and innovation in our outreach.

CMOs as Architects of the Future

As we enter the AI age, the landscape is shifting as Gen Z and, soon, Gen Alpha become key decision-makers and consumers. It is now a core responsibility for CMOs to adapt and future-proof the business, leveraging data analytics and predictive modeling to personalize customer journeys, shape the product roadmap, and align corporate strategy for lasting impact.
The integration of AI—such as automated agents for faster customer response and AR/VR at trade shows—enhances customer engagement while boosting efficiency. Equally crucial is embedding sustainability into the heart of our operations, with initiatives like sustainable gifting and paperless events. CMOs today must drive these changes, paving the way for organizations to stay relevant, resilient, and responsible in an ever-evolving digital landscape.

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FROM BRAND CUSTODIAN TO GROWTH ARCHITECT: THE EVOLVING ROLE OF THE CMO

ARVIND SAXENA
CMO, NEC Corporation India

The role of a CMO today is fundamentally different from what it was, a decade ago. Marketing is no longer about managing perception or running campaigns. It is about being a growth architect, a cultural compass, and a risk mitigator. The leadership style itself has evolved from command and control - to a wider orchestration. The modern CMO is an integrator who aligns the corporate machinery of an organisation - Legal, Finance, HR, IT, CSR, Quality, Product, SCM and other functions towards a ‘shared purpose’. This cross-functional partnership is crucial for aligning medium and long-term goals, fostering innovation, and building a future-ready organization.
As a strategic partner influencing product design, policy engagement, and brand trust, a CMO plays a pivotal role in the overall organizational growth.

Purpose-Led Branding as the North Star

It is about owning the brand like a founder, ensuring it is not just a logo, but a living promise inside and outside the company. I believe, purpose-led branding and communication is the North Star that guides decisions, sits at the heart of all we do, inspires teams, and connects authentically with customers & partners. It is no longer enough to sell products; brands must stand for something meaningful, reflected in the story of impact. In fact, studies show that 63% of product discovery in the present times is driven by influencers who build trust beyond traditional advertising. Contemporary marketing must be data-driven yet human, powered by AI and automation, but always ethical and purpose-aligned.

Impact Over Titles

The future CMO will be less about titles and more about impact. Their role in 2030 will not be to just build brands; they will shape new-age business models, tell stories with data and lead with purpose.

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THE ROLE OF CMO’S GETTING REDEFINED IN A DIGITAL-FIRST WORLD

ARPITA SENGUPTA
Director and Head of Marketing & Communications, Red Hat, India

Over the years, my role as a Chief Marketing Officer has evolved far beyond campaigns, execution, or even brand building. At Red Hat, marketing is no longer a support function—it is a strategic growth engine that directly shapes business outcomes. My focus is on aligning marketing with customer needs, partner ecosystems, and organizational priorities. To do this, I need to understand market dynamics, emerging technologies, and customer journeys in depth. Marketing today is about creating a 360-degree communication framework that connects the dots between innovation, business goals, and brand purpose, ensuring our storytelling reflects authenticity and impact.

AI and Analytics as Core Growth Enablers

AI, automation, and analytics are at the heart of how I scale marketing with both precision and purpose. At Red Hat, we use AI-driven data models to track micro-trends, predict customer needs, and optimize campaigns in real time. Automation allows us to streamline repetitive tasks while keeping the focus of my teams on creativity, strategy, and building stronger customer and partner connections. Analytics helps us fine-tune everything—from content relevance to partner engagement—ensuring that each initiative is measurable and meaningful. Staying true to Red Hat’s open-source ethos, I see these technologies as enablers, not replacements. They empower us to deliver marketing that is efficient, inclusive, and deeply human-centered.

The Future CMO: Growth Architect and Innovation Partner

Looking ahead, I believe the CMO of the future will not just be a storyteller but a growth architect at the intersection of business, technology, and customer experience. Our role will extend into ecosystem building, innovation leadership, and trust creation. With AI and digital platforms becoming central to business models, CMOs must balance data-driven insights with human creativity and apply an ethical lens to technology adoption. I see the most successful CMOs becoming co-strategists alongside CEOs and CIOs, aligning brand purpose with business strategy, societal impact, and sustainable growth.

In essence, the role of a modern CMO is no longer confined to visibility or promotion. It is about shaping long-term value, building resilient ecosystems, and leading with both intelligence and empathy. At Red Hat, I am proud to be part of this transformation—where marketing is as much about enabling business outcomes as it is about inspiring trust, innovation, and purposeful growth.

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MARKETING AS A PROFIT CENTER: VEEAM REDEFINING LEADERSHIP

KUSHAGRA SHARMA
Director and Head of Marketing - India and SAARC, Veeam Software

Over the years, my role as a marketer has shifted from being about campaigns and communications to becoming a true catalyst for business strategy. At Veeam, marketing is no longer about visibility alone; it is a growth engine directly accountable for outcomes. In a world of information overload, agility and hyper-personalization are key to cutting through the noise. My focus today is on aligning purpose, policy, partnerships, progress, platforms, and people to drive relevance, growth, and long-term trust.

AI, Data, and the Human Edge

AI, automation, and analytics have become indispensable in shaping modern marketing at Veeam. We use AI-driven insights to predict customer needs, personalize journeys, and optimize campaigns in real time. But I believe technology must always coexist with human creativity and ethical oversight. Our philosophy is simple: test, implement, learn, and recalibrate. Whether it’s automating workflows, using AI to generate content, or leveraging data to personalize customer experiences, we ensure the human-in-the-loop principle remains central. The fusion of AI with human judgment allows us to build efficiency while protecting authenticity and trust.

Metrics, too, reflect this evolution. I no longer measure impact through vanity numbers; instead, we track brand equity, customer lifetime value (CLV), marketing ROI, and marketing-sourced pipeline alongside traditional business metrics such as revenue growth and retention. Marketing is now firmly positioned as a profit center—driving measurable business impact across every stage of the value chain.

Driving Digital Transformation and Future Leadership

Marketing is at the heart of Veeam’s digital transformation journey. Our role spans three core areas: building hyper-personalized customer experiences, turning data into predictive intelligence, and enabling ecosystems of partners and sales teams through digital platforms. Campaigns like Bharat CyberSuraksha and Cyber Sakshar Bharat are examples of how purpose-driven marketing can shape national conversations while driving business progress.

Looking ahead, I believe the CMO will no longer be seen as a custodian of brand, but as a central architect of growth. The winning CMOs will embrace AI-first strategies while staying human-centric, ensuring every innovation is rooted in trust and empathy. The ability to balance data-driven precision with creativity and purpose will define the future of marketing leadership. At Veeam, I see marketing not just as a driver of demand but as a strategic partner shaping ecosystems, building trust, and leading the next phase of growth.

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SHAPING NARRATIVES, DRIVING OUTCOMES: THE NEW ERA OF MARKETING AT YOTTA

VIREN WADHWA
EVP & CMO, Yotta Data Services Pvt. Ltd.

When I began my journey, marketing was primarily about execution—ATL, BTL, field events, and tactical campaigns. The focus was on creating visibility and generating noise. Over time, however, the role has expanded into orchestrating multiple levers: digital campaigns, press engagement, partner ecosystems, government outreach, and thought leadership platforms, all tied together under one cohesive strategy.

The Expanding Role of Marketing

Today, marketing is not just about generating leads but also shaping how the company is perceived by regulators, enterprises, startups, and even academia. It’s no longer about asking which channel to use, but rather what position we want to hold in the future of the industry.

At Yotta, we measure marketing’s impact through four core levers: demand generation, revenue contribution, brand strength, and ecosystem influence. On the demand front, we focus on Marketing Qualified Leads (MQLs), their conversion into Sales Qualified Leads (SQLs), and the share of pipeline sourced or influenced by campaigns, events, and content. Revenue impact is tracked through marketing-sourced and influenced revenue, ensuring clear accountability. Brand leadership is assessed through share of voice, brand recall, analyst coverage, media visibility, and engagement at flagship events. Digital performance is measured through campaign ROI, website growth, SEO success, social engagement, and content consumption.

Measuring Impact Through Ecosystem Influence

Ecosystem influence is equally critical. We track penetration into priority sectors, partner-led growth with technology leaders like Microsoft and NVIDIA, and customer advocacy through case studies and references. Loyalty metrics such as NPS further highlight the strength of these relationships. Together, these measures ensure marketing directly fuels growth, with the ultimate north star being the percentage of pipeline and revenue sourced or influenced by marketing.

Marketing also plays a central role in digital transformation. It is both storyteller and bridge, translating complex technologies into narratives that resonate across enterprises, government, and academia. More importantly, marketing provides feedback from every campaign, event, and interaction, shaping strategy and identifying opportunities. As AI and analytics mature, marketing will increasingly help anticipate customer needs, uncover patterns, and guide transformation efforts with precision.

I believe marketing sits at the very heart of innovation and growth. It connects technology, people, and partners, while building the trust and awareness that allow change to scale. Marketing is not on the sidelines—it is at the center of driving meaningful impact.

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