Ian sits down with Peeyush Dubey, Chief Marketing Officer of Tech Mahindra, to unpack how he built the company’s first global marketing organization. Peeyush explains his four-pillar marketing strategy (brand, demand, expand, and grand). The conversation goes deep on Tech Mahindra’s Global Chess League, a bold brand experiment that has evolved into a flagship marketing, customer experience, and talent branding platform.

Key Takeaways:

Marketing’s real job is reducing friction to sales. Everything else is in service of that goal.
Brand experiments can outperform sponsorships. Building owned IP creates control, longevity, and compounding value.
Innovation budgets should never be cut. Even in downturns, experimentation is non-negotiable.

Episode Timestamps:

*(03:34) Trust Tree: Reducing friction for sales

*(22:09) The Playbook: Building a global ches league

*(43:13) Quick Hits

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Why This $6B B2B Company Built a Chess League