I had the pleasure of hosting the Go-To-Market track at this year’s CPaaS Acceleration Summit (CASA24). We had an incredible cast of industry experts with us – spanning leading telcos, global technology vendors, and industry advisors.
The key question we wanted to answer? How can telcos can seize new revenue opportunities through innovation, partnerships, and a sharp focus on vertical markets?
Our sessions covered everything from product development to sales and marketing strategies, providing a roadmap for telcos aiming to thrive in an ever-evolving marketplace.
And the message was clear: driving innovation and revenue growth requires a multifaceted approach.
Let’s dig into a recap of the key sessions and insights!
Innovation: Strategies for Developing Products Your Customers Will Actually Buy
Telcos are known for their stability but also for their sluggish approach to new product development. This session quickly got into the critical question of who the customer truly is and how to understand their needs. We challenged attendees to get out of their comfort zones and create innovation centered on customer demand. As telcos work to bring new products to market, understanding and innovating around customer pain points are key to success.
The biggest takeaway from this session?
Telcos must evolve from merely offering traditional services to becoming innovation hubs that deliver solutions customers are eager to buy.
Your Strategy Wingman: How the CPaaSAA Service Provider Playbook Boosts Your Success
The CPaaSAA Service Provider Playbook is becoming a go-to tool for telcos looking to expand their portfolios beyond basic offerings like SIP and UCaaS. During this session I highlighted how companies are using the playbook to assess market opportunities with UCaaS, CCaaS, and CPaaS, while also identifying new products that enhance the customer experience.
I shared one story of how the playbook helped a telco look beyond offering UCaaS to introducing a range of services that touch every aspect of the customer journey. This shift not only opened up new revenue streams but also deepened customer engagement, showing the power of a richer product portfolio.
Navigating the New Realities of Demand Generation
B2B growth is evolving. As John Common, CEO of Intelligent Demand, pointed out, the buyer’s journey is now more complex and buyer-led, with 70% of the journey completed before buyers even engage with a company. In this session, John shared that 84% of buyers choose the first company they contact, making effective demand generation critical.
John revealed that many B2B programs are misaligned, leading to stagnant growth and rising acquisition costs.
The key to fixing this? Aligning GTM strategies with current market realities and executing demand generation programs with precision. For telcos, this means reassessing outdated marketing approaches to stay ahead of the competition.
Driving Innovation in the Sales Process
Sales innovation is as important as product innovation. This session explored how companies are using new techniques to increase deal values, improve win rates, and support customers throughout the sales process.
By embedding innovative practices into their sales strategies, telcos can not only sell more but also deliver better value to their customers.
The result? Stronger customer relationships and more significant business outcomes.
Verticals: The Ultimate Key to Success?
The final session highlighted the importance of focusing on vertical markets as a strategy for scaling and sustaining growth. While many telcos dream of building platforms that cater to everyone, the reality is that vertical specialization is driving the most success in our industry.
By focusing on specific industries, telcos can tailor their products and services to meet the precise needs of particular customer segments. This approach helps companies become indispensable to their target markets and positions them for long-term success.
The CPaaSAA Service Provider Playbook offers insights on how to identify and fast-track vertical opportunities, making it an essential tool for telcos looking to supercharge growth.
The Way Forward: Innovation, Partnerships, and Vertical Focus
Our Go-To-Market track at CASA24 underscored a crucial lesson: telcos can drive growth and innovation by expanding their service offerings, forming strategic partnerships, and rethinking their approach to sales and marketing. With the help of tools like the CPaaSAA Service Provider Playbook, telcos can better understand their markets, develop products that customers truly need, and innovate within their sales processes.
By focusing on verticals and aligning growth strategies with today’s buyer-led market dynamics, telcos can secure a competitive edge and unlock new revenue opportunities. For those eager to learn more and embark on this journey, the CPaaSAA Service Provider Playbook is the perfect place to start.