Marketing agencies aren’t supposed to act like software companies—but Position2 thinks they should. The AI-first growth marketing agency announced this week that it has added two heavyweight names to its board of directors: Jon Miller, co-founder of Marketo and Engagio, and Kumar Ganapathy, serial entrepreneur and Managing Partner at 3iPartners.
The appointments arrive as Position2 doubles down on its “Services-as-a-Software” model, which blends AI automation with human-led strategy to help enterprise clients cut costs, speed up go-to-market, and finally tie every marketing dollar back to revenue.
Jon Miller Brings Martech Credibility
Jon Miller is one of the most recognizable names in marketing technology. At Marketo, he helped define the modern marketing automation category, steering the company to IPO and category dominance before it was acquired by Adobe. Later, he founded Engagio, focused on account-based marketing, which merged with Demandbase. He’s also the author of ABM’s go-to playbooks, including The Clear and Complete Guide to ABM.
Now, he’s betting on Position2.
“Position2 represents the next evolution for modern agencies,” Miller said, framing the move as a shift to precision-focused, AI-driven marketing that delivers faster execution, lower costs, and more predictable growth.
Ganapathy’s Startup & Investment Track Record
If Miller brings the marketing chops, Kumar Ganapathy adds deep tech and investment expertise. Over the last 25 years, he’s founded or scaled companies across telecom, enterprise IT, and AI—several acquired by giants like Intel, Western Digital, and HPE. Through his venture firm 3iPartners, Ganapathy has backed over 50 tech startups, including Akridata (Visual AI), Ampool (big data), and Kinara (edge AI silicon).
His take on Position2’s value is all about operational rigor: shorter cycle times, smarter budget allocation, and constant experimentation backed by governance. That’s music to the ears of SaaS, cybersecurity, and healthcare firms struggling with long sales cycles and messy attribution.
Why It Matters
The big picture: AI is steadily rewiring the marketing agency model. Traditional firms still rely heavily on people power, often leading to higher costs, slower execution, and vague ROI metrics. Position2 is trying to invert that by building software-like efficiency into service delivery—what it calls “Services-as-a-Software.”
Its approach centers on:
- Faster go-to-market: Deploy campaigns at the pace of SaaS releases.
- Continuous experimentation: Always-on testing across the buyer’s journey.
- Revenue-linked metrics: Every touchpoint is tied directly to revenue outcomes.
The strategy reflects a broader industry trend: clients don’t just want leads; they want measurable, revenue-focused growth. With AI doing the heavy lifting on execution, Position2’s human experts can stay focused on strategy.
The Stakes for Position2
CEO Rajiv Parikh framed the shift bluntly: “We’ve fundamentally reimagined how AI-enabled marketing should operate—with precision, accountability, and unwavering focus on revenue impact.”
For Position2, having Miller and Ganapathy on the board isn’t just about credibility—it’s about signaling to enterprise clients (and competitors) that the agency model is overdue for disruption. With rivals like Accenture Interactive, WPP, and Deloitte Digital experimenting with AI-enabled offerings, Position2 is aiming to carve out a distinct niche with its hybrid SaaS-agency play.
Whether it can scale the model while maintaining quality will be the real test. But for now, with two industry veterans on board, Position2 has strengthened its hand in the AI-driven marketing wars.
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