MARKETING INCREASINGLY BECOMING A ‘PROFIT-CENTER’ ENABLING BUSINESSES TO EXPAND MINDSHARE AND MARKET SHARE

DIPTI SINGH
Director – Marketing & Communications, VERTIV India

“At Vertiv, my role has expanded from what many once saw as a “support function” to being a core driver of business growth. Today, it’s about sitting at the strategy table and helping shape the direction of the business. For me, the real shift has been moving from execution to influence. At Vertiv, this means working closely with sales, product, solutions, engineering and Tech Business Development teams, bringing in customer-led insight driven solutions offering and ensuring marketing ties directly to growth. To me, this really means marketing is no longer “about the brand alone,” but about how the brand fuels the business. Marketing at Vertiv is deeply embedded in the business strategy, using insights from our advanced infrastructure portfolio—including AI-ready solutions and sustainable technologies—to directly fuel revenue growth and market expansion.

Use of latest Tech in Marketing

AI and analytics have changed the way we approach almost everything. Earlier, you had to wait for campaign results to understand what worked. Now, our AI-powered platforms, such as the Vertiv AI Hub and proprietary analytics tools, provide real-time insights into customer behavior and infrastructure needs, enabling us to deliver highly personalized, context-driven marketing at scale. Automation streamlines routine processes, freeing our marketing team to focus on crafting strategic narratives around Vertiv’s cutting-edge solutions for AI data centers, edge computing, and sustainable power and cooling.

This transformation empowers our marketers to lead with speed and insight, resulting in tangible outcomes, including accelerated strategic engagement, deeper penetration in key accounts, faster time-to-market for new offerings, and enhanced market share growth.”