Marketing Function to Force

Portfolio

IDC’s B2B Marketing Overhaul: From Function to Force with Strategy, Speed & Scale

Built & led global marketing for a $1.2B IT group by launching it as a structured, revenue-driving marketing function. Bridged gaps between sales and marketing using GenAI and MarTech integrations, transforming lead flow and funnel performance. Drove growth with cross-functional team enablement at all levels amid financial headwinds, led change despite internal challenges, and built a scalable partner ecosystem to deliver measurable, strategy-led outcomes.

Marketing Function to Force

Stepped in to lead IDC Technologies’ global marketing across India, APAC, North America, and the Middle East, launching the company’s first structured, revenueaccountable marketing function. Orchestrated GenAIpowered, multichannel GTM campaigns that lifted sales conversions by 30 % and improved marketing efficiency by 25 %. Despite resistance from a few longtenured stakeholders rolled out crossdepartmental SOPs and handson trainings with Sales, HR, and ProjectExecution, embedding marketing at the center of business operations. 

Built a highperforming insidesales engine and a bestofbreed vendor ecosystem for endtoend MarTech integration, aligning data, content, and automation to pipeline KPIs. Successfully positioned the brand in key analyst reports—boosting visibility by 30 %—and crafted a resilient GTM playbook that safeguarded market traction during organizational downturns, proving marketing’s role as a core growth driver. Formulated a resilient GTM strategy amid organizational downturns, ensuring continuity and market traction.

  • IDC Technologies
  • Strategy, Leadership, Demand, Enablement