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.