Why This $6B B2B Company Built a Chess League
Learn from Peeyush Dubey, CMO of Tech Mahindra, on using bold experimentation and owned IP to reduce friction in enterprise sales.
Pipeline Visionaries · Peeyush Dubey, Ian Faison
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Show Notes
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
Sponsor:
Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.
Links:
- Connect with Ian on LinkedIn
- Connect with Peeyush on LinkedIn
- Learn more about Tech Mahindra
- Learn more about Caspian Studios
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