Ok so you have a great product, you’ve got more than an MVP based on sound research and you’re ready to go to market. Great, now all we need to do is go to market. Well, whose job is that ?

Who is in the fellowship of the ring ? Who’s leading the effort ? The composition and leadership of the GTM effort can change based on whether the company is a startup or market leader, has a few people running everything or specialized ninjas in every department, is bootstrapping or has deep pockets.

A footballing analogy

So here’s one way to think…


Savvy consumers are reshaping when, how and why they engage with a brand. Smart devices and social media have made the digital landscape forever interactive and the formerly passive consumer has become an active participant, circulating information, influencing buying decisions and even building or demolishing brands. With the emergence of the third platform built on mobility, cloud, social interactions and big data, consumers are connecting with businesses from a wide variety of channels and devices. And while we have been devising channel specific strategies to keep up, the modern consumer is making his journey across multiple channels and touchpoints.

Consumers…


When I started at Hippo CMS (Now Bloomreach) back in 2014, it was the first time that I had seen the use of buyer personas. Up until then my limited marketing experience was all around addressable markets, target audience and really just 4P marketing. So when I was creating content for Mandy the Marketer, Joe the Java developer or Issac from ICT, I found fun, focus and energy. It wasn’t until much later though that I realized that I was missing at least 3 more personas — our own Product, Sales and customer service teams !

Sure, I was working…


“God is great, kind and benevolent …” I muttered to myself unintelligibly as I sat among the audience. While they were listening to the speaker on stage, I was trying desperately to not forget the words of my own speech. It was the final day of a 6 week long Personal Development program at Brain Power Institute, Dubai. I would’ve been playing video games or cricket with my brothers in the summer if Dad hadn't had other ideas. “Public speaking is an important skill, he’d say. “Besides you’ll have fun with all your new friends!”

My reverie was broken as…


Automation and digital transformation have influenced practically every industry today and healthcare is no exception. By embracing robotics, surgeons and hospitals can reduce human error, minimize recovery time, and reduce the duration of hospital stay. Robotics also allow surgeons to perform less invasive surgeries than ever before. The wide-ranging potential for robotic applications in health care are predicted to transform how hospitals and health care systems are being managed. Advancements in artificial intelligence, along with predictive analytics, are uplifting robotic technology and making it capable of handling more tasks.

The prospects

Whether in surgical assistance, pharmacy automation, rehab-tech such as exoskeletons or…


Why rethink the digital experience architecture

Businesses are no longer digitizing operations just to reduce time to market. Providing seamless omnichannel experiences for consumers has become primary and pivotal, and so has the ability to learn from and react quickly to business and consumer insights. Three key reasons for an omnichannel experience delivery are :

  1. Customer centricity Delivering relevant content, commerce and service at every step of a customer’s omnichannel journey is key to delivering on this new reality of customer-centric businesses. The information and transactional capabilities delivered across this journey need to convince consumers to use these touch points…

Foregone conclusion really : Smart phones, tablets and social media have made the digital landscape forever interactive — and there is no going back. The formerly passive consumer has become an active participant, circulating information, influencing buying decisions and even building or demolishing brands. Digital disruptions have presented businesses with opportunities (and challenges) in creating fast and relevant customer experiences while retaining a secure online business.

Business Was Usual

Over the last decade, businesses have moved from simply having an online presence to delivering personalized experiences to their visitors. With the emergence of what the International Data Corporation (IDC) calls the third platform…


The content delivery conundrum

As channels, devices and apps pop in and out of existence, your team of content creators and UX designers is faced with the herculean task of providing a seamless, cross channel experience that is not only consistent but also personalized to each user. However, while most web content management systems (WCMS) today do this well for websites or mobile sites, they fall short when it comes to serving native, HTML5 or hybrid mobile apps, single page applications (SPA) and custom front ends. …


With increasing emphasis on reducing global warming and carbon footprints, governments, businesses and consumers are contributing towards energy efficiency. Initiatives such as the European energy efficiency directive have encouraged optimized generation and use of energy. Volatile fossil fuel prices, increasing energy demands and government led efforts to reduce emissions suggest that energy efficiency will be of increasing relevance in the years ahead. With this rise in energy and environment consciousness, alternative fuels, hybrid and electric vehicles are fast gaining adoption.

Evolving markets

The turnabout in the electric vehicle industry has mostly been driven by ever tighter efficiency and emission standards. For consumers…


Old man in a chair

Called the old man in a chair, this 1958 image from for McGraw Hill Publishing was named the best ad of the 20th century by Business Marketing in 1999. Fast forward to modern day and the problems are slightly different. Today, in the age of information overload, the challenge is to cut through the clutterthat bombards the modern consumer. With the proliferation of smart devices and social media, the digital landscape has become an interactive marketplace where the formerly passive consumer has become an active participant, circulating information, influencing buying decisions and even building or demolishing brands. …

Anoop Gangadharan

Marketer, Techie, Storyteller

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