THE CMO OF THE FUTURE IS A STRATEGIC LEADER WHO DRIVES INNOVATION, GROWTH, AND TRANSFORMATION

ANKESH KUMAR
Director & Chief of Marketing, Ingram Micro

“Over the years, marketing has moved from being a support function to being the center of everything we do at Ingram Micro India. Customers today are always in discovery mode—actively searching, comparing, and engaging with brands before they ever reach a sales conversation. This means marketing no longer just creates awareness; it tracks and nurtures the customer journey end-to-end. My role has therefore shifted from running campaigns to shaping strategy.

Marketing & Digital Transformation

At Ingram Micro, digital transformation is not just about adopting new tools—it’s about reimagining how we engage the entire channel ecosystem. Our digital marketplace, Xvantage, is at the core of this journey. Marketing plays a pivotal role in making that transformation real for our partners and customers.

Marketing is the engine that drives digital engagement across the customer journey—from creating awareness of the platform, to onboarding partners, to continuously educating and enabling them on how Xvantage can accelerate their business. Importantly, marketing also acts as the bridge across the ecosystem. In short, marketing is both the storyteller and the architect of our digital transformation—translating the power of Xvantage into tangible outcomes that help partners grow faster, serve customers better, and strengthen the overall channel.

The CMO of Tomorrow

The role of CMOs is evolving from being campaign leaders to becoming strategic architects of growth. My vision for the future is clear— marketing will be fully AI-enabled, automation-driven, and powered by data intelligence. In the IT channel ecosystem, this shift is even more critical. The CMO of the future must therefore lead with insight, foresight, and ecosystem collaboration.”