'The shift towards a channel oriented approach helped us build an ecosystem'

Rajat Sahu
CMO - InstaSafe 

“Service & Support are key pillars of any product company, where the organization must ensure the best of service & support to enhance customer experience and satisfaction. An organization offering prompt service not only helps build the trust towards the brand but also the confidence of customers and thus receives proactive recommendation towards the brand and product.

As CMOs are mandated to build a strong brand and product positioning among its targeted customers, they strongly influence the support and service to be the best to create a differentiating value proposition in a competitive market landscape.

As a CMO it is very important to understand your product and its value propositions clearly to help drive growth for the organization. As a CMO, it was the first-hand experience of reaching out to customers and understanding the problems it solved for the customer that gave a lot of insights to me. This helped me to take a consultative approach to position our product as the best fit for the customer's pain points. It also helped me build more trust and confidence among our customers.

One of the key change that was bought on the table is the shift towards a complete channel oriented approach thus building an ecosystem for InstaSafe to reach out to more customers. Strong emphasis on the training and empowering of channel partners about InstaSafe products and working closely with them, helped in accelerating the growth for InstaSafe.

One of the key change that was bought on the table is the shift towards a complete channel oriented approach thus building an ecosystem for InstaSafe to reach out to more customers. Strong emphasis on the training and empowering of channel partners about InstaSafe products and working closely with them, helped in accelerating the growth for InstaSafe.

There are different kinds of challenges that need to be addressed during the various stages of growth for an organization. Being one of the new age technology that almost eliminates the way the legacy solutions worked to solve the customer problems, InstaSafe, simplified it to plug n play model. That said, the adoption of the same becomes a challenge due to the traditional way of solving network access problem, which has not changed. As we see a lot of customers still are wary of making a decision due to either lack of awareness of evolving technologies or come out of their traditional way of thinking, due to risk-averse attitude.

Hence, it becomes more of a challenge to educate the customers and win their trust for acceptance of a new technology.

However, as becoming digital today is an irreversible change and adoption of digital has become a part of everyday life, it needs to be integrated to the DNA of the growth strategy of an organization for rapidly embracing new technology to stay ahead of the curve in strategic growth agendas.”