The traditional roles within companies are evolving, and we're witnessing the rise of marketing-led organizations. In these businesses, marketing takes the forefront in driving strategy, customer engagement, and revenue growth. This shift is redefining how companies operate and compete in the marketplace.
For B2B marketers, understanding this transformation is essential. A marketing-led approach empowers marketers to influence product development, shape customer experiences, and steer overall business direction. It positions marketing as a central hub for insights and innovation, enabling organizations to respond more effectively to market changes and customer needs. Embracing this model can lead to stronger brand positioning, improved customer relationships, and a significant competitive advantage.
In this episode of Inside The Box, we talk with Deva Rangarajan, a leading expert in sales and marketing strategy. We delve into the rise of marketing-led organizations, discussing what this means for B2B companies and how marketers can spearhead this transition to drive greater success.
About Deva Rangarajan
Deva Rangarajan is a distinguished authority in B2B sales strategy, digital transformation, and customer-centric innovation. As a prominent academic and industry consultant, he has dedicated his career to bridging the gap between sales theory and real-world application, enabling businesses to thrive in competitive markets.
Currently a professor and consultant, Deva’s insights stem from his extensive experience as the Director of Professional Selling and Sales Management Programs at globally renowned institutions, where he has led groundbreaking research in sales strategy, buyer psychology, and technology adoption in sales. His work equips companies with actionable strategies that enhance sales force effectiveness and foster a customer-first culture.
Deva is especially known for his contributions to sales enablement and digital sales transformation. His research and advisory work have been instrumental in helping organizations optimize their sales structures, integrate advanced analytics, and embrace AI for sustained revenue growth and customer engagement.
A highly sought-after speaker, Deva has delivered influential talks at industry conferences worldwide, where he shares his expertise on topics such as adaptive selling, sales force digitalization, and building agile sales ecosystems. Deva holds a Ph.D. in Marketing, which uniquely positions him to blend academic rigor with practical sales innovation, driving value for organizations globally.
