Vice President & Head, Sales and Consulting Services
Integra Micro Software Services
Animesh Bisaria is a member of:
Differentiate Strategies in place with your Competitors
A major portion of our business comes from existing customers, who
appreciate our quality services and trust built by us over the years.
Being the preferred partner of many of our major customers,
automatically gives us an edge over our competitors. We believe in
focusing on customers rather than competition. We have realized that our
customers do love this attention and we continue to gain from it! As I
understand Sales is all about developing customer relationship and this
is what we practice at Integra.
Unique strategies that gone unseen or a superhit.
Our well appreciated strategy thus far has been to enhance relationship
management at the organization level along with building a niche of
confidence and trust with our customers. We believe in providing
personalized attention to our customers so that they consider us more as
a partner than vendor and we remain in their radar always.
Market share Captured
We believe that we are a company with the right credentials for most
organizations that want to outsource software development and
maintenance work. There is still a lot that can be captured than what we
currently have. Our current strategies include increasing percentage of
customer satisfaction rather than market share. By doing so, we get the
We have good number of customers from telecom
domain where we have executed important assignments. We hope to leverage
our relationship with them.
Positioning products in market
Integras resources are equipped with latest skills and technologies to
help customers reduce time to market for their products. Leveraging the
expertise of our senior management we are able to deliver projects more
effectively and efficiently. We believe that we get paid by our
customers for the value we provide through our services and therefore do
not compromise on quality our customers look for.
Our services include the following
expertise lies in shortening the development lifecycle for our
customers and also enabling them to focus on their core areas in line
with business strategies.
- Product development and re-engineering
- Lifecycle maintenance and sustenance engineering
- Testing and acceptance
- Porting and migration
- Consulting services
Brand Identity creation
We are a wholly owned subsidiary of Integra Micro Systems, a
multi-faceted software company with over three decades of experience,
founded in 1982. We believe that there is no branding better than a
reputation thats built over years through our customer experiences. Word
of mouth has been our most successful Ad campaign so far. We try to
enhance our brand visibility by ensuring customer delight and also by
participating in various exhibitions and conferences. We also extend our
reach through advertisements in top business publications.
Way to reach customers through sales force
Strategic business plans based on targets, investments and industry
trends are prepared in line with our strengths and mission. This is
reviewed and modified quarterly to align ourselves with the changing
industry trends. Marketing investments are planned out and returns
gauged based on our achievements. We try understanding customer
expectations to work out our requirements at Integra. The only mantra to
sales team is to think from customers perspective in terms of what
value our services would add to his/her business.
Todays Marketing Trend
Mobile marketing will be the biggest trend in years to come.
Transactions today whether shopping, banking or payments have started
happening on the move by sizeable percentage of mobile users across the
globe and this is an indication for all of us to focus on strengthening
mobile devices. Social media marketing is emerging as a strong marketing
tool to build brands and offer services. ROI can be effectively gauged
using this medium.
Company description & strategies in place
Integra Micro Software Services (Integra) is a software product
engineering Services company based out of Bangalore, India. We
specialize in helping customers shorten the software development
lifecycle of products and solutions by participating from
conceptualization to software design, programming, testing and
acceptance tests in the areas of Telecom, Consumer Electronics and
Portals, from mobile devices to cloud.
Every year the management
reviews the focus areas based on industry trends. Strategic initiatives
are also started within the organization keeping in mind the future
trends of the industry. Being a software services company we try keeping
ourselves updated on new and emerging technologies besides keeping an
eye on what would enrich life of people across, which makes it obvious
in terms of what needs to be done.
Our strategy for this year is
to focus on solving customer pain points with respect to maintenance and
re-engineering of legacy products so that they could continue to serve
their end customers by providing improved performance on various
Biggest pain point
Our brand visibility is largely limited to technology companies in
domestic market. While this is our core strength and our source of
revenue, we also need to expand our services to overseas market. This
requires investments and planning to succeed in a volatile market.
Matrix to Long sale cycle and multiple Buyers at same time
Engagement is measured by longevity of customer relations, revenue, profit margins and most importantly customer delight.
Accurate model of customers buying process
We are a software services company and venture for outsourced projects from companies within our focus areas.
understanding a potential need from customer, we provide our insights
into the areas actually generating the need (which could be our
customers customer or an inherent business requirement) and how we could
better service this need with a single focus on shortening time to
market through our experienced project management policies and
We are able to effectively communicate the
benefits in terms of investments and efforts, to our customer, who
should finally be confident while giving us the opportunity to provide
Relationship of Marketers with the CEOs
This relationship is a very important one and we have seen the CEO
playing effectively the role of the CMO as well. And in todays time, the
CEO and the CMO must be closely associated to define and implement
marketing strategies. After all, customers and prospects define and
create business success stories.
From a customer point of view Purchasing of a product Is
Relationship with customers and the rapport we share with them is
perhaps the key influencer in strengthening product and/ or services
purchases. Customer should be
1. Confident that the product and/ or services being purchased will effectively meet business requirements
2. Confident that the seller delivers the right product and/ or services, catering to all the requirements with high quality.
3. Trust that the price being paid is right and value being received by them is more than their expectations.
4. Trust that the seller will support the product, providing efficient and quality maintenance.
Thoughts on Social Media Monitoring Tools
Social media monitoring tools help in understanding customer sentiments,
preferences, market trends and building useful analytics in making
smart marketing choices. Capturing and analyzing customer response helps
drive business forward.
Some of the Marketing Appeals & Tactic
Winning customer trust has always been our primary goal. It is this rich
history of long lasting customer relationships which helps us reach
deeper in the market attracting more customers. Advertisements,
participation in conferences prove to be extremely beneficial in
creating new business networks and opportunities.
Past, present and future of Marketing for marketing experts
Earlier marketing was all about selling the products that were on hand.
Nowadays its about understanding customer needs, giving feedback to
design and development teams about the kind of products and/ or services
needed in the market, and reacting to customer feedback. Customer
preferences dictate the market trends and the value-adds provided by us
help in improving both our top line and bottom line.