Tech OEMs
Global technology vendors who need partner ecosystems that actually produce pipeline — and MDF that returns more than a completion certificate.
Fractional CMO Mumbai · India & South Asia
Marketing that builds pipeline.
Marketing that builds pipeline.
Strategy that builds brands.
Your Fractional CMO Partner for Growth-Stage B2B Tech & IT Services Companies.
Sandeep Viswanathan
Founder & Director · Fractional CMO
- 22+ years inside SAP, Tableau, EMC, Red Hat and Qlik
- Ran a services P&L as a Business Head, not just a marketing plan
- Works directly with founders, country heads and sales leaders
Two decades built inside these businesses — not observed from outside
SAPTableauEMCRed HatQlikCRG SolutionsZycusAdfactors PRD-Link
Who we are
Enterprise marketing leadership, minus the full-time cost.
CMOMates is a boutique marketing consulting firm founded by Sandeep Viswanathan — a 22+ year enterprise marketing leader with stints at SAP, Qlik, Red Hat, EMC and Tableau.
We help growth-stage B2B tech companies and channel partners build predictable pipelines, maximise OEM partnerships, and scale smartly — without the overhead of a full-time CMO.
What we do
We embed deep enterprise marketing thinking into your organisation — building high-ROI demand generation programmes, ABM strategies, CxO programmes and OEM-aligned MDF campaigns that drive revenue.
We help B2B tech start-ups build demand, put scalable marketing systems in place, and create a credible brand that fuels growth.
Enterprise rigour. Boutique attention.
Who we serve
Three businesses. Three very different problems.
We work where B2B technology actually gets sold in India — through OEMs, through partners, and through founders who are still doing their own marketing at 11pm.
IT Services Companies
Channel partners, VARs and systems integrators who deliver excellent work but win deals through referral and luck rather than a repeatable engine.
B2B Tech & SaaS Start-ups
Founder-led teams who need senior marketing judgement early, before an expensive mistake becomes an expensive habit.
What’s in it for you
Different businesses. Different challenges. One outcome.
Smarter marketing that drives revenue. Pick the seat you sit in.
You need partners who scale your revenue — and campaigns that align with your sales and marketing priorities.
Most OEM partner programmes are generous with funds and vague about outcomes. We close that gap.
What you gain with CMOMates
Direct alignment with sales, marketing and partner leadership
We design campaigns and events around priority accounts, target industries, deal motion and revenue goals — not around the events calendar.
Enterprise-grade, sales-aligned campaigns
Every campaign supports pipeline creation, deal acceleration and account expansion. We curate premium engagement that builds CXO relationships and maps the buying committee — because that is what closes.
Vertical-focused GTM programmes
Industry-specific messaging for BFSI, manufacturing, retail and healthcare that a CXO recognises as their own problem, in their own language.
Targeted ABM that moves real accounts
1:Few multi-touch programmes built around account clusters, sales plays, use cases and buying groups — designed for large, complex deal cycles.
Stronger partner maturity
MDF-sponsored lead generation, customer case studies including video assets, and content that positions your partners as trusted advisors rather than resellers.
You deliver great work — but struggle to consistently win the right deals.
The delivery is rarely the problem. The problem is that nobody outside your existing network knows how good you are.
What you gain with CMOMates
A shift from referral-led to demand-led growth
Build a pipeline that does not depend only on relationships and good fortune.
Stronger service positioning
Turn “we do everything” into focused, high-value offerings a buyer can actually repeat back to their boss.
Sales-aligned marketing that supports deal cycles
Marketing built to assist real conversations, proposals and account expansion — not just brand visibility.
Maximum impact from minimal investment
We prioritise what drives revenue over what looks good in a dashboard. Small budgets force better decisions.
Create champions by showcasing your wins
Turn successful projects into case studies, proof points and stories that open doors before your salesperson knocks.
OEM-aligned growth strategies
Leverage your OEM relationships without becoming invisible behind their brand.
You need growth — but cannot afford expensive marketing mistakes.
At your stage, the cost of a wrong hire or a wasted quarter is not the money. It is the runway.
What you gain with CMOMates
Senior leadership without a full-time CMO cost
Strategy, prioritisation and execution oversight — without burning cash on a salary you are not ready for.
Focus on what actually moves revenue
No vanity campaigns. Marketing tied tightly to sales, pipeline and GTM goals from week one.
Clear positioning in a crowded market
We help you articulate why you matter — to customers, partners and investors — and build the video and content assets that carry it.
Scalable marketing foundations
Messaging and demand systems that grow with you rather than breaking at the first sign of scale.
Clients
A glimpse of who we’ve worked with.
Consulting engagements, not employer logos — and a selection rather than the full list.
SingleStore
Data platform — India market entry
Consulted through the early stages of India market entry: launch press release, a global expert webinar aimed at Indian data enthusiasts, and account-focused events and roundtables.
SignalChip
Semiconductor start-up
Took India’s first indigenously designed 4G/5G chipset to market, in association with the Government of India’s Ministry of Telecom.
Addteq
DevOps & Atlassian services
Ran demand generation — building the programmes that turn a specialist services capability into a repeatable pipeline.
CRG Solutions
IT services & analytics
Built market visibility and a working lead generation engine — before joining to run the RPA practice and the demand generation unit.
Track record
Numbers from the work, not the brochure.
Results delivered across two decades of enterprise and channel roles. Ask about any of them — there is a story behind each.
$33M
Influenced pipeline in a single year, built through account-based programmes at EMC
100%
MDF utilisation delivered on OEM partner budgets, with pipeline attached
22+ yrs
Inside SAP, Tableau, EMC, Red Hat and Qlik — not observing from a consultancy
6–10
People in a typical enterprise buying group. We market to all of them, not one form-fill
Services
Two practices. One operating belief.
That marketing is judged on pipeline, not impressions. One practice does the work with you. The other builds the capability inside your team.
Fractional CMO & Growth Leadership
Senior marketing leadership without the full-time overhead.
ExploreSales-Aligned Lead Generation & ABM
Demand generation that supports sales, not just marketing metrics.
ExplorePositioning & Thought Leadership Content
Turn expertise into credibility that wins deals.
ExploreOEM, Partner & Channel Growth
Sales-aligned partner ecosystems that deliver real ROI.
ExploreCustomer-Centric Selling & Marketing
Training programmes that turn customer centricity into repeatable moves.
The Empty Chair — a two-day programme built on five shifts and four customer archetypes. Train-the-trainer and content licence available, plus a free 45-minute demonstration session.
Explore the practice
About the founder
Sandeep Viswanathan
Fractional CMO | ABM Strategist | Growth Consultant
With two decades of B2B marketing experience at global tech leaders, Sandeep brings a rare blend of strategic vision and hands-on execution. At SAP he led marketing for the platforms business and CIO relationship programmes. At EMC he built account-based programmes that influenced $33M in pipeline. At Tableau he headed India marketing and forged the AWS alliance. At CRG Solutions he launched an RPA services division from scratch and ran its P&L.
CMOMates brings that enterprise rigour to companies that need senior marketing muscle — but want it lean, focused and accountable for outcomes.