FROM PROMOTION TO PURPOSE: MY JOURNEY REDEFINING MARKETING AT CP PLUS

ADITYA KHEMKA
Managing Director, CP PLUS (Aditya Infotech Ltd.)

When I look at how my role at CP PLUS has evolved, it’s clear that marketing has shifted from traditional promotion to strategic leadership. What was once focused on campaigns and visibility is now about shaping the organization’s future. I see marketing as a core enabler of growth, innovation, and trust, directly influencing product positioning, partnerships, and national priorities like Make in India, smart cities, and homeland security. For me, it’s no longer about the “how” of promotion but the “why” of purpose—connecting innovation with relevance and building bridges between technology and people. Every campaign today is not just communication but a step toward making CP PLUS a global surveillance leader and a trusted nation-building partner.

Measuring Impact Beyond Numbers

I believe marketing must prove its value not just in awareness but in growth, equity, and influence. At CP PLUS, we track metrics like lead velocity, MQL-to-SQL conversions, opportunity progression, and pipeline health, which highlight marketing’s direct contribution to revenue. Our Partner Sentiment Index measures the trust and activation of our channel ecosystem, while digital engagement metrics—from CTRs to sentiment analysis—help us fine-tune narratives for diverse audiences. Awards like Brand of the Decade reflect the equity we’ve built, but I define success by how well marketing nurtures demand, strengthens ecosystems, and amplifies India’s innovation story.

Marketing as the Architect of Digital Transformation

In our digital transformation journey, marketing acts as both architect and accelerator. My role is to translate technological milestones—from STQC certifications to IPO achievements—into stories stakeholders can connect with. Beyond narrative building, we actively onboard partners and customers onto digital platforms, cloud solutions, and training modules, ensuring adoption and confidence. By embracing digital-first go- to-market strategies, such as virtual launches and interactive webinars, we bring innovation closer to end users. Internally, I drive a digital culture with analytics, collaboration, and data-driven decision-making, making marketing the connective tissue of our transformation.

Looking ahead, I see myself—and future CMOs—at the crossroads of technology, data, and purpose. Our mandate is to balance creativity with business acumen, deliver measurable impact, and build long-term brand equity while contributing to India’s digital growth story.