Sujit Janardanan

Building the marketing organization that covers product marketing, sales enablement, field marketing, inbound sales, growth marketing, customer advocacy and marketing, ecosystem marketing and brand & corporate communications at Cropin. The mandate is to create a new product category and build a brand that is at the core of digital led transformation change in the agriculture sector globally.

• Mandate to build and scale marketing organization to deliver aggressive business growth in Indian subcontinent.
• Part of India Leadership team contributing to overall business growth strategy and execution
• Built and led India marketing team over 3 years to deliver high double digit booking and revenue growth
• Built and rolled-out scaled and Account based marketing programs and campaigns to drive marketing sourced and influenced pipeline of over $450 Million over last 3 years
• Streamlined data insights and marketing impact ensuring tight alignment with strategic business objectives.
• Built programs to enable and drive awareness for Google Cloud brand through print and digital campaigns enabling brand recall uplift of over 15 points over competition YoY as measured via Annual Brand Survey.
• Led collaboration across Google PAs to enable One Google GTM with key enterprise accounts. Built and scaled Account Based Engagement framework for Named Account universe in India
• Built scaled and gamified developer engagement platform to drive education and adoption within enterprise developer community in India - Over 200k engaged developers over last 2 years
• Built partner marketing organization and framework to deliver 50% of business pipeline generated via partners in India. Delivering 70x ROI for every marketing dollar spent with partners.
• Scaled and established consistent earned media share of voice of 55% for Google Cloud brand
• Improved technology analyst perceptions for Google Cloud at average of 5 points YoY over last 3 years in India
• Built customer advocacy function to inspire customers to be brand ambassadors and voices in market for Google Cloud brand

Mandate to build marketing organization, customer experience management framework and Aranca brand awareness globally.

• Built and led 11 person marketing team and extended agency team of 12 across 4 agencies to enable organization’s 5 year growth plan.
• Goal setting to contribute over 25% of topline revenue growth from net new customers via marketing generated leads (landed at 18% contribution).
• Developed and evangelized Aranca’s new corporate and practice brand identity and articulation to be deployed as part of brand building mandate.
• Drove adoption and amplification of Aranca’s new brand articulation globally
• Designed and deployed Aranca’s new corporate website aligned to new corporate brand identity and one that is relevant for buyer personas driving 50x increase in conversions and 200 percent increase in unique visitors and engagements
• Develop and execute marketing plan & budget covering digital, print and other offline channels to drive new customer acquisition and brand building across US, Europe, Middle East, South America, Africa, APAC, Japan, China.
• Built robust and scalable content development and marketing engine to support marketing and brand building objectives. This was achieved by inspiring internal practice teams to own content development engine.
• Built and managed effective PR program that enabled brand building efforts for Aranca. Program has delivered over 90 unique pieces of coverage for Aranca and its subject matter experts in Tier I media viz. WSJ, CNBC, Techcrunch, Bloomberg, Reuters amongst others.
• Monitor and optimize marketing spends across channels through weekly, monthly and quarterly marketing performance metric dashboards.

Mandated with responsibility of building marketing organization and framework to enable aggressive growth plans of company in Indian subcontinent.

• Built India marketing team for AWS in first 2 quarters.
• Rolled out multi-format event marketing campaigns across 10 cities in country enabling acquisition of over 800 paid customer accounts resulting in growth of annual run rate revenue of over $5 million.
• Streamlined compliance and finance processes for all marketing related to cut down campaign roll-out TAT by over 50%.
• Laid foundation for largest ISV customer account focused campaign for AWS.

Managed strategic planning and execution of marketing, corporate communications, PR and inside sales functions with team of 23 members spread across Mumbai and Bangalore.

• Created and rolled-out enterprise-wide customer experience framework to promote customer advocacy across functions within organization.
• Used PR strategically to increase visibility for organization and disseminate key messages through mainline and business dailies such as ET, TOI, Business Standard, The Hindu, Deccan Chronicle – 23 unique articles / stories published.
• Increased share of voice for brand in technology trade media in all business relevant stories – over 200 unique articles/stories across print and digital media platforms.
• Established social media marketing framework and deployed best practices to augment organization’s brand building and customer acquisition campaigns.
• Rolled out 2 integrated product launch campaigns including advertising campaign with Economic Times (ET) in print and across digital portals, targeting CXO community to create awareness and generate business demand.
• Contributed 16% through marketing qualified leads in FY 10-11 in net new revenue for company, 21% in FY 11-12 and closed FY 2013 with contribution of 24%.
• Successfully launched and established SimpliCloud, as public cloud service to reckon with in Indian IT services market through focused marketing initiatives and proactive technology analyst & media relations.
• Part of core CRM migration (Zoho to SugarCRM) team ensuring 100% efficiency and data management.
• Established framework and successfully completed 2 customer satisfaction index survey programs to measure key health parameters for organization and derive action points to improve customer experience across touchpoints.

Planned and executed India geo marketing & PR strategy to support business objectives.

• Facilitated mid-market sales team to increase their revenues by 10% through lead generation activities.
• Identified PR opportunities across print, electronic and digital media that enhanced brand awareness and improved overall share of voice by 5% to that of competitor’s (measured by PR monitoring tool – Vocus).
• Enabled customer acquisition in large enterprise segment through account-based marketing programs.
• Managed marketing functions and processes for India and SAARC operations.
• Improved execution of tactical marketing activities across email campaigns, events and direct marketing campaigns resulting in growth of over 8% across Tier I cities in India in short span of 2 quarter since taking charge of role.
• Established APAC wide marketing metrics dashboard, to strengthen fact-based decision making while planning and deploying sales and marketing campaigns in geo.
• Executed first McAfee Executive Summit in India to create brand awareness in large enterprise segment.
• Had over 50 CIOs from across Mumbai, Delhi, Bangalore, Chennai and Hyderabad participating and engaging with McAfee Senior Executive team, leading to sales pipeline of over $ 2 million.

Led marketing initiatives to enable growth of revenues from horizontal business units within company viz.

• BPO, Document Management, Business Intelligence and Human Resource Outsourcing services.
• Planned and implemented activities to execute business objectives, maximize revenues and market share in specific product/service verticals.
• Managed launch of Taxsmile.com (e-filing IT portal) resulting in 18000+ paid registrations via integrated INR 3 Crores campaign that covered print, outdoor, digital and on-ground direct marketing channels.
• Developed and implemented communications road map to support all horizontal businesses like Services, BPO, Document Management, Business Process Management Services and RPO GTM planning and roll-out for Doxtra – Document Management Solution on SaaS model targeting SMB segment in India.
• Liaised with different departments to identify growth opportunities and lead marketing team to translate strategy into execution.
• Rolled out launch campaign for company’s first data centre in Chennai, India.

Strategized and implemented new business initiatives by performing competitive analysis, new client account

acquisitions, cross-selling and up-selling current services portfolio to all existing accounts.

• Co-established IEMS division which contributed to 30% of company’s revenues.
• Scaled up team from 3 to 28 members.
• Grew revenue by over INR 5 Crores across 7 technology brands.
• Initiated lead generation and direct marketing programs for brands like Cisco Systems, Symantec, BEA Systems (now part of Oracle) and Quantum yielding strong ROI on their marketing spends
• Planned and managed P&L/ budgets, business development, marketing initiatives, people management and account relationships.
• Led charge of brand building program to build and improve brand visibility, perception and recall amongst marketers across verticals.
• Supported expansion of client prospect base by extending marketing programs into new cities, improving quality of client database and reaching new clients in established markets.