GovindaRaj A, Head – Enterprise Marketing, Vodafone Idea Business Services 

“The marketing leaders are like a swiss victorinox performing the balancing act of leading business and GTM strategy through incisive market and customer insights, driving customer engagement through sustained platforms and value management tools, creating and sustaining the brand promise, establishing digital as a revenue channel and influencing behaviour change in sales and service.
 

The business KPIs of reputed marketing leaders include customer lifetime value, brand NPS, revenue contribution from new channels such as digital, and in mature cases where Digital as a mandate vests with marketing, are also responsible for cost efficiencies.
 

The marketing has evolved in to a techno-commercial discipline with the onset of martech tools, marketing automation, and data visualisation analytics – making it possible to measure quickly the returns on marketing investment. The strategic marketing is another avenue which brings customers and sales together, through an unique touch – C level engagement, thought leadership, advocacy programs, influencer marketing, Account Based Marketing (ABM)-making sales and marketing intertwined in approach and objectives. Finally, as a custodian of customer experience, CMOs today hold the reigns of differentiation, impact and business success.”