“CMOs and marketing heads are the key influencers. Thanks to the game-changing role played by technology, the market is evolving at a rapid pace where marketing is playing a pivotal role in shaping brands and creating connections with customers. Fundamentally, as CMO, one of our key mandates is to build brand visibility and positioning.
Marketing as a function had a different role and objectives here when I joined in 2016. It extended support to sales and other functions with tactical solutions, but that has now changed. Today, we also collaborate with our sales team and they reciprocate so that together we help them build a pipeline of business opportunities. A large part of this change can be attributed to the fact that we have brought in accountability and ownership to the marketing and communication function. We took newer initiatives and increased brand visibility by building on engaging narratives and thought leadership through PR, Social media and client case studies that brought us visibility not just among our external audience, but also within the organisation.
Marketing has gone under a 180-degree change and evolved into being a strong contributor to the business where we empower sales and manage reputation.”
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