Shrikant Shitole 
CEO, iValue InfoSolutions

Key priorities for 2022
iValue has been evolving to meet the emerging needs of our customers and channel partners helping us stay ahead of our competition. But today the growth of a company or a vertical doesn’t just depend on the old tried and tested methods. These strategies, especially post 2020 have seen exponential changes. This holds true in the case of iValue too, where the foundation of our GTM strategy has remained the same but the approach has undergone tremendous transformation. iValue understood that ‘Digital Disruption’ is the key component in approaching new customers and businesses. There is a huge transformation that industries across the globe are witnessing, and this is irrespective of vertical and iValue is catering to the needs that have been developing as a result of these transformations, which in other terms is known as – digital disruption.

This disruption has created an enormous market space for companies to explore their path of going digital. There has been a shift in business models, work models, technology that has opened new areas for technology enablers like iValue to focus and deliver potential future technology and its associated services. Enterprises today prefer the emphasis on “time optimization” over “cost optimization” when it comes to business convenience. Companies believe this enhances customer experience with efficient and productive outcomes which is the “need of the hour” for any customer. Market strategy needs to be ever evolving and iValue has been evolving with changing tides and hence has been able to stay above the competitors in the market.

Initiatives in the workplace
The changes that the market is witnessing today, be it in regards to market needs or day-to-day operations in an organization, digital disruption has brought about enormous change. iValue was ahead of the market expectation and had already implemented all the necessary needs of a technologically adept environment in its operations. However, the pandemic pushed us like other organizations to include a complete overhaul of the work process. Like everyone else, the company too implemented WFH/WFA and its entire team has adapted to work from anywhere.

It is evident that the digital work environment is here to stay, where there will be more complex structure of WFH, WFO, remote working and hybrid work models are all possible capacities. iValue has had the technological support to sustain on any work model as in the case of many organizations across the globe. The best way to implement such work environments is by ensuring that it has a modernized infrastructure where the technology deficiency would not lead to stalling of work.  Security once again plays a key role where companies need to ensure their endpoints are secure along with their vendors and customers. All measures need to be taken in order to keep all the objects of interactions within and outside the company secure.

Personalizing B2B marketing initiatives
iValue’s market approach is personalized and unique. Its major strength is based on the focus on a few solutions which complement partner key offerings and are relevant to their customer base in the market. A focused market development is taken up by the associates as the activity helps leveraging on the customer analytics. The AI-driven CRM helps both iValue and its partners to monitor and optimize efforts across all the opportunities to maximize win rates. This alignment helps in expediting results with a joint GTM effort in the market between iValue and its Channel Partner teams.

iValue takes pride in setting new benchmarks for the technology aggregation with service backing space. It is building organic and inorganic expertise in the area of consulting and services around GRC with new / niche cybersecurity services relevant to the heightened risk due to WFA. It is also adding offerings on empowerment, which is a key missing element in the fight to stay ahead of threats with most surveys highlighting people to be the weakest link amongst process and technology dimensions. iValue is also aggressively pursuing inorganic growth opportunities both on capabilities and geography coverage to maximize profitable growth.

Supporting Government initiatives
iValue’s market approach is personalized and unique. Its major strength is based on the focus on a few solutions which complement partner key offerings and are relevant to their customer base in the market. With digital disruption coming into picture, iValue can say that in a deeper aspect it caters to all customers and models B2B, B2G, G2B2C, B2C and all possible combinations available in the market. Businesses can no longer claim to be alienated from the other side of their partners’ relationships because all of them need to be in sync with technology and policies for a smooth operation. So iValue also approaches the marketers on the other side keeping in mind the various entities the customer is associated with and customising its approach to ensure their existing and new technology helps in keeping themselves covered in 360-degree view. A focused market development is taken up by its associates as the activity helps leveraging on its customer analytics. The company measure is not how many partners it works with but how many solutions it has been able to see existing customers adopt towards and also how many new customers it is able to win through its unique offering.