Navigating the Evolving Landscape of BPOs, IT Services, and SaaS
Explore the ever-changing realms of BPOs, IT services, and SaaS industries with seasoned marketer Monil Hathi. Gain insights into demand generation, sales strategies, and the role of managed service providers in the evolving landscape. Discover timeless principles and adaptable approaches for success in this dynamic corporate world.
Vinay
Welcome to today’s Q&A session, where we have Monil Hathi, an experienced senior marketer in the BPO industry, joining us. Monil, could you please provide a brief introduction of yourself?
Monil
Of course, Vinay. I have over 20 years of experience in IT, Knowledge Process Outsourcing (KPO), and pharmaceuticals, specializing in product, sales, and marketing. I’ve spent the last 15 years working with leading Information Technology (IT) and Business Process Outsourcing (BPO), engaging in marketing activities, branding, and demand generation programs on a global scale.
Vinay
Thank you, Monil. Today’s discussion centers around marketing, demand generation, and business development in the IT and BPO services sectors. How does this differ from the SaaS industry, which is well-documented in literature, both positively and negatively? Could you shed light on best practices for demand generation in the SaaS industry?
Monil
Certainly, Vinay. The sales cycles in both IT and BPO services and the SaaS industry have some commonalities. However, due to their lean nature, SaaS products often offer streamlined and agile sales cycles. Even though some complex SaaS products may require more time, the contrast with the IT industry is evident. Enterprise software and services in IT involve addressing numerous moving parts and aligning with CXOs’ and functional departments’ expectations. SaaS has acted as a catalyst, focusing on addressing pain areas directly and efficiently. While SaaS sales cycles focus more on immediate pain points, both industries are driven by solving client organizations’ challenges.
Vinay
You’ve mentioned building relationships with the CXOs when dealing with BPOs. How does one effectively sell to CXOs? Are there specific best practices or strategies that can be employed?
Monil
Certainly, Vinay. Particularly in the post-pandemic scenario, the shortage of talent has become a significant concern. BPOs can capitalize on this by presenting themselves as solutions to talent shortage issues in direct functions like marketing and finance and by providing talent transformation stories. BPOs offer a favorable position compared to IT services companies in addressing these concerns. By demonstrating the value of talent availability and automation, BPOs can stand out in the eyes of CXOs. Additionally, factors like data security and specialized operational expertise can play to the advantage of BPOs.
Vinay
For the upcoming generation looking to enter roles in BPOs, IT services, and sales and marketing, what skills should they focus on? How can they best prepare for these roles to achieve success?
Monil
In today’s landscape, knowledge is key, transcending both inbound and outbound strategies. A mix of traditional and digital marketing is essential to understand where target audiences are present. Beyond technical skills, understanding various stakeholders’ motivations and pain points is crucial. Effective communication, copywriting, and domain knowledge will always be valuable assets. With the evolving marketing landscape, a marketer’s presence across various channels and within relevant communities is vital for success.
Vinay
The discussion has revolved around the changing industry dynamics, including the rise of captives, SaaS automation, and managed service providers. How do you see the future for managed service providers? What steps can they take to remain relevant in this evolving landscape?
Monil
Managed service providers are poised to remain relevant, driven by the evolving cloud, cybersecurity, and IT infrastructure landscape. In the coming years, managed services, especially in areas like cybersecurity, will be in high demand due to ongoing challenges and the need to mitigate risks. Providers should consider diversifying their service offerings to include data storage, network, cloud, and traditional IT services alongside cybersecurity. Adapting to real-time Internet trends and providing differentiated value propositions will be crucial for their success.
Vinay
As someone with extensive experience in the field, are there any timeless best practices or guiding principles that have consistently served you well throughout your career?
Monil
Absolutely, Vinay. Over my years in the industry, I’ve learned that taking baby steps, trying new strategies, the willingness to fail to bounce back, and maintaining a broad perspective is essential. However, the landscape is ever-changing, and what worked in the past may not always apply. Adapting and staying open to new approaches is important as the industry evolves while building upon tried-and-tested frameworks.
Vinay
Thank you, Monil, for sharing your insights and experiences with us today. It’s clear that the industry is dynamic, and staying adaptable while focusing on understanding customer motivations and pain points is crucial for success.
Monil
Thank you, Vinay. It’s been a pleasure discussing these important topics with you. Remember, the key is always to be open to change and to keep learning and growing in this fast-paced environment.
That concludes our Q&A session with Monil Hathi, an experienced senior marketer in the BPO industry. We hope you found this conversation valuable and gained insights into the evolving landscape of IT, BPO, and sales and marketing. Stay tuned for more informative discussions in the future!
