Amid the technology revolution and business transformations around 2015, An automation product company was formed to address the voids in the RPA (Robotic Process automation company) space and evolve as a strong contender in the technology space. The organization had built a versatile platform that hosts numerous proprietary automation components, functions, and capabilities at power with the prevailing competitors. The RPA firm was provisioning solutions to diversified business enterprises, including BFSI, HLS, Telecom, and Technology organizations (MSP, Product). The firm had expertise and solutions in Un-attended (RPA), attended (RDA), ML infused capabilities, chat, and custom solutions.

The problem statement drafted by the executive management was – 

The product firm was struggling to gain customers and generate revenue despite having a robust automation platform.

 

Not focusing on the critical aspects will slow your growth:

Despite a feature-rich platform, the RPA product company’s Executive team found it hard to make its presence felt. They were facing the following challenges when DIGITALFABRIC® was involved for assistance –

  1. The messaging about what product positioning, value, capabilities was improper.
  2. Comprehensive association with all functions and business verticals was confusing.
  3. Business strategy:
    • Market Positioning: Identifying the target customer base, Associating the capabilities with customer challenges, use case definition, and productized approach were missing.
    • Narrative and Messaging: The communication on product, company, vision, expertise, and aspirations was generic.
    • Business planning: The RPA product firm had an Unstructured Technical, Financial, Operating model, and roadmap.
  4. Strategic marketing: Analyst relations, thought leadership content, participation in the briefings, global forums, events, and contributing to the intellectual space in and around digital transformation space was absent.
  5. Sales Strategy: fragmented sales lifecycle mgmt. approach, general content, and standard industry approach without personalization and customized solution messaging (Emails/Collaterals/product documents) were lacking.

A noticeable pipeline was underway, but they were unable to convert the prospects into potential customers.

The client required a multi-pronged strategy to course correct and mobilize the organization in the right direction. DIGITALFABRIC® team was involved in working on the product firm’s business strategy, including strategic marketing, sales enablement, brand positioning, Technology narrative, and product management guidance. As this was a bootstrapped start-up, budgets had to be optimally used and foundationally placed on ROI & VOI.

Segregating the core intention and action space

The RPA product firm was a 100+ member team with most resources concentrating on engineering and platform. Understanding the market space, market idiosyncrasy, and mapping the trends had to be a starting point. For which there had to be a clear understanding and definition within the firm to articulate

    1. The ultimate objective of the product and its USP.
    2. Purpose – Use – value definition
    3. Calibrating the technical & Business roadmaps.
    4. Education & Contribution to subject knowledge.

The Business strategy composition

Following were the immediate actions:

    1. Connect with the analyst and partner community in the open capacity to demonstrate product capabilities focused on business challenges.
      2. Build a unanimous understanding of the product, capabilities, technologies, and business concepts. (Workshops & Training sessions on emerging tech subjects)
      3. Customized and focused interactions, storyboards, sales enablement, and thought leadership content related to the respective industry and open challenges.
      4. Explore partnership opportunities with knowledge firms, technology companies, and service integrators. (SSON, Frost & Sullivan, IC)

Initiatives Managed throughout the engagement:

    1. DIGITALFABRIC® directed the corporate, strategic marketing, and sales function to refine operational activities, content designing, framework, and schedule of content creation, structure, and design for various professional and social platforms.
    2. Diversifying and building the capability around Digital transformation consulting by establishing RPA/AI/Digital COE.
    3. RFI and briefing representation in numerous evaluation matrix & positioning reports.
    4. Guide to build products/solutions for a function, a business vertical, a capability, and an industry challenge.
    5. Conceptualized and assemble Operating, Resourcing, commercial, Delivery, and communication models.

The outcome in 11 months

  • The firm was placed in the strong performers quadrant in the Forrester wave report: RPA 2019 OCT leaving industry stalwarts behind in strategy and platform competence.
  • Recognition in the RPA circuit as an able contender and the best alternative to top RPA products technically & commercially. The firm gained popularity and acceptance within the customer and technology ecosystem, increasing the followership.

DIGITALFABRIC®, in the association of 11 months, has paved the path to connect with the market and amplify the expansion opportunities.

INTELLIBOT is now acquired by SERVICENOW.

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