J KESAVARDHANAN
Founder and CEO
K7 Computing
“When framing a go-to-market strategy, K7 Security analysed the market and purchasing behaviour of customers. Unsurprisingly, customers prefer to buy from those they know and trust. Accessing customers’ direct touchpoints, whether retail establishments or technicians, requires building a chain of relationships at the regional, neighbourhood, and last mile level. K7 has built a 100+ partner outreach team to actively pursue partnership opportunities. This direct-to-partner approach has been welcomed by partners at all levels as it shortens communication lines and K7 benefits as well with rapid, granular market updates across territories.
The direct-to-partner approach has been bolstered by a slew of initiatives to ensure partner success. An aggressive brand building campaign that covered both offline and online channels boosted top-of-mind awareness across customer value segments and resulted in increased revenues through greater conversions and shorter sales cycles from discovery to purchase. K7 also listens actively to feedback and rationalises product lines based on market response and inputs. We have increased the number of SKUs to cater to different customer segments and tweaked our offerings to improve our value proposition to different demographics. We have also introduced new channel packs for partners which they can choose based on the conditions of the market they serve and their cash realisation cycles. Partner incentives have been tweaked based on evolving market conditions and partner sales patterns. This has resulted in the creation of incentive schemes that are both simple and effective, rewarding partner performance with benefits that flow quickly from conversions.
