MARKETING HELPING BRIDGE THE GAP BETWEEN THE INTERNAL VISION AND THE EXTERNAL REALITY

NAGESH BELUR
Chief Marketing Officer – iValue Group

“At iValue, marketing has become less about creating campaigns and more about shaping how people experience us as a company. In the past, the focus was on visibility. Today, it’s about building clarity and trust around who we are, what we stand for, and the value we bring to enterprises. For us, Marketing is all about consistency. Every piece of communication, whether it’s thought leadership, partner engagement, or customer interaction, contributes to how iValue is seen. So, the shift has really been from promotion to purpose; ensuring that iValue’s image in the market reflects the value we bring to customers, partners, and the broader ecosystem.

Marketing & Digital Transformation

Technology may drive digital transformation, but it’s marketing that gives it context; helping enterprises see why it matters and how it shapes their future. We translate complex ideas, like cybersecurity frameworks, hybrid cloud infrastructure, or data privacy compliance, into conversations that decision-makers can connect with. It’s about making the technology story accessible and relevant, so that our customers and partners see not just the “what,” but the “why” behind transformation.

The CMO of the Future

In the future, CMOs will be less about “how do we promote this” and more about “how do we shape this, so it matters to our ecosystem.” That means being part of strategic conversations on growth, partnerships, and innovation right from the start. At its core, marketing is still about people, understanding what they value, how they decide, and what earns their trust. CMOs will need to bring that understanding not just to campaigns, but to board-level strategy, so businesses stay relevant in a fast-moving world.”