Shashank Ayyar

Shashank is a co-founder at Pangolin, where he works with B2B technology companies to help them stand out and scale with intention, not noise.

He partners closely with CEOs and marketing leaders as they move from early product-market fit to building predictable growth engines. Over the last 15+ years, he’s spent a lot of time fixing what he calls “broken” marketing systems, helping teams align sales and marketing around revenue outcomes, not just lead volume.

He’s a big believer in narrative-led strategy. Shashank often says that while tech innovation can solve the world’s biggest problems, it only matters if the story is clear enough for the market to understand. Recently, his work has focused on Value Chain Inversion, the idea that in an AI-driven world, the most meaningful value creation happens before the brief is even written.

Before starting Pangolin in 2019, Shashank led demand generation and marketing operations teams, building integrated sales and marketing engines across the US and India. He’s worked everywhere from cold outbound and lead-gen trenches to sophisticated ABM programs, which gives him a strong operator’s view of what actually works.

He also writes The Kitchen, where he explores how the IT services industry must evolve beyond cost-arbitrage toward real value creation in the age of AI.