Event accounts through specialist-software marketing
A considered point of view.
I want the first commercial explanation to survive the implementation conversation. A low headline fee or an impressive event image can attract attention while allowing a customer to imagine services we do not provide. My responsibility is to make the proposition understandable enough for the right buyer to say yes, and for another buyer to recognise that we are not the right answer.
Selected leadership work / 01
Replacing the licence headline with a usable first-year example
In 2022 I approved a campaign example built around a ₹1.2 lakh annual software licence for a defined venue configuration.
My marketing starts with the purchasing decision a venue actually has to make.
I learned to describe software while remembering the work that happens around it. Before joining a product company, I coordinated accounts for an event-services business in Jaipur. A plan on a screen was only one part of opening a venue: people still had to arrange equipment, prepare rooms and make operating decisions. I now lead marketing at Dorvuli Venue Software, where twenty-one colleagues through three managers explain planning tools to exhibition centres and professional event operators. My annual expense remit is ₹6.7 crore within a 340-person company whose FY 2025–26 revenue was ₹132 crore.
Our product helps venue teams organise diaries, space plans and event enquiries. It does not become the event producer because our campaign shows a successful exhibition. Nor does a software licence remove the work of preparing an existing venue's records and training its team. I work with sales, product and implementation colleagues to make those boundaries part of the proposition. The cases in this profile show changes to a first-year cost example, the timing of a venue campaign and partner presentations that blurred software with physical delivery.
I became CMO in April 2021 after moving through software marketing and customer-segment leadership. I have made campaigns more difficult to summarise when the simpler explanation left out a material condition. That has sometimes meant lower enquiry volume, additional work or an abandoned promotion. Those consequences stay in the account. I do not claim that every correction produced more revenue or that marketing can decide the customer's operational readiness. I want our team to know which expectation it created and whether the receiving colleagues can fulfil it.
The licence was only part of the opening-year cost
An example showed ₹1.2 lakh annual licence while omitting ₹0.8 lakh setup and ₹0.6 lakh required training. We replaced it with the ₹2.6 lakh first-year example, with taxes and subsequent-year scope separately explained.
An enquiry could arrive after the useful buying window
Of 120 venue conversations, 73 concerned events already committed, 18 had a later planning window and 29 needed clarification. I stopped the immediate campaign and funded a ₹22 lakh timing-led pilot.
A partner could sell an event we did not deliver
Twelve of 30 partner presentations implied physical event production. Nine were corrected and three withdrawn; ₹17 lakh of reworking retained the distinction between our software and the partner's services.
Current focus
I am making the buying journey clearer from first explanation to implementation, including the timing, scope and people a venue needs alongside the software.
Conversations I welcome
I welcome senior marketing conversations about specialist business software and a first board discussion where commercial promises need to stay connected to delivery.
The leadership record
Trusted with consequential decisions.
Formation
Master of Business AdministrationVelqari Commerce College · 2000
Bachelor of CommerceVelqari Commerce College · 1998
Rhea kept the stopped campaign's cost in the discussion while asking for a differently timed pilot. That made the next investment request easier to examine on its actual basis.
I welcome senior marketing conversations about specialist business software and a first board discussion where commercial promises need to stay connected to delivery.
