Om is a B2B marketing leader with 20 years of experience in the tech industry. As the head of marketing for Aaseya, a company specialising in AI automation and low-code solutions, he is responsible for the global brand, demand generation, and partner go-to-market strategy.
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Here’s a glimpse of what you’ll learn:
- Success is Where Revenue Meets Reputation: Go beyond just pipeline numbers. True marketing success is measured by a combination of delivering quality, profitable deals and building a strong brand authority and reputation in the market.
- The Modern CMO is an “Integrator”: The most critical role of a marketing leader is to orchestrate and connect all parts of the business—data with creativity, product with sales, and technology with customer needs—to create a single, high-velocity growth engine.
Could you please give us a quick introduction to yourself and your role?
With 20 years of experience in B2B tech marketing, I consider myself a marketing maven who has found a passion for turning complex ideas into inspiring growth stories.
Currently, I lead the marketing team at Aaseya, a company specialising in AI automation and low-code/no-code solutions. My role covers our global brand, demand generation, and partner go-to-market activities. It’s all about crafting stories that build a strong pipeline for sales, nurturing customer advocacy after the deal is done, and amplifying the recognition we get from the market, partners, and customers.
What is your main marketing focus at the moment?
This year has been all about precision and scale. We are doubling down on our efforts, focusing on account-based growth for top targets and amplifying our reach through partnerships with companies like Pega Systems, OutSystems, and Camunda.
Naturally, Generative AI is a major focus. We are using it to accelerate our efforts across various dimensions. However, amidst all these tactics, the common thread and our core mantra remains pipeline integrity. We ensure every tactic we implement is designed to accelerate sales velocity and drive tangible business growth.
How would you define success in marketing?
For me, success is where revenue meets reputation. It’s not just about one or the other; it’s about both. Marketing success really boils down to three key things:
- Pipeline: Are we delivering high-quality deals that convert?
- Profitability: Is every marketing dollar spent generating significant revenue, ideally in the range of 2-3x ROI?
- Positioning: Are we successfully building market share and establishing our brand authority?
The real feel-good factor comes when a customer shares their own success story back to us, or when our sales team is eagerly queuing up for the next campaign. Those testimonials are proof that we are doing things right.
Could you share a successful event or engagement you’ve hosted recently and explain why it was so successful?
A recent standout success was our presence at PegaWorld 2025, a flagship event for our partner, Pega Systems. We managed to triple the number of leads we generated compared to previous years.
The success was due to a few key factors. Our live demos, which focused heavily on AI, were a big hit. But the real magic was the tight alignment with our sales team at every single step—from event preparation to deciding where to host customer dinners. We were on the same page throughout.
This success was a result of complete orchestration between marketing, sales, our partners, and our support ecosystem. Post-event, we had a smooth flow of data into our CRM, and our nurture process was seamless, leading to a good number of conversions.
What are some of your biggest challenges as a marketer today?
The world is evolving every day, especially since Generative AI entered our space. The biggest challenge for marketers now is cutting through all the noise and building trust.
Today’s audience has access to more information than ever and is highly sceptical. They are smart enough to know when content has been fabricated just to fit their persona and act as a hook. Therefore, the challenge is to blend the scale that AI provides with genuineness and human insight. We have to be cautious that in our rush to automate, the critical human element is not ignored.
What does the future of marketing look like to you?
There is an exponential rise in AI happening right now. It started with ChatGPT, but today there are over 400 LLMs and AI tools available. Agentic AI and GTM engineering are the next big things.
The biggest challenge for marketers will be delivering a one-to-one experience at an enterprise scale. But more than just data and the AI buzz, the future of marketing will hinge on the human element: creativity, empathy, and understanding. I believe marketing is poised to become a key architect of growth, powered by a seamless blend of human talent and machine technology.
What career advice would you give to anyone starting in the marketing industry?
Stay endlessly curious about everything—technology, psychology, and business. In today’s world, being a generalist, or a “full-stack” marketer, is a huge advantage. You need to be a master storyteller, be good with data and analytics, and understand the fundamentals of sales, like pipeline and velocity.
Treat every campaign as an experiment and, most importantly, stay close to your community. Whether it’s through professional bodies like the CIM or AMA, local marketing circles, or simply on LinkedIn, being part of a community allows you to share ideas, learn from your peers, and build a powerful network.
Is there a piece of traditional leadership advice that doesn’t apply to the modern marketing leader?
The old mantra of simply “controlling the message” is outdated. The modern CMO must orchestrate conversations. This requires a holistic, generalist approach—understanding the basics of sales, finance, product, and technology to connect all the dots.
Leadership has also evolved. The Olympic motto changed from “Faster, Higher, Stronger” to “Faster, Higher, Stronger – Together.” This applies directly to modern leadership. A CMO must foster a culture of customer-centricity and collaboration, bringing everyone together to drive progress.
How would you describe the role of the CMO in one word?
Integrator.
Marketers are the people who connect data with creativity, product with sales, and, most importantly, the customer with the company. The CMO’s role is to turn fragmented, siloed efforts into a single, high-velocity growth engine.
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