Abstract
The Digital Adoption Platform (DAP) software market had just started to gain traction. Whatfix was emerging (and was recognised) as a leader in the DAP space. When the company had entered the market, its products had been industry-agnostic. However, with the acceleration in digital transformation triggered by the COVID-19 pandemic, Whatfix was on a strong growth trajectory and had started to offer vertical solutions to its customers while using a combination of inbound and outbound marketing strategies. The company was evaluating its approach and processes as it planned to expand its customer base and market share.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | MAR0533 |
| Title | Whatfix: Product Innovation, Selling, Pricing and Customer Experience Management for a New Category—DAP |
| Pages | 23 |
| Published on | Aug 16, 2023 |
| Year of Event | 2022-23 |
| Authors | Tiwari, Tara; Sahay, Arvind; |
| Area | Marketing (MAR) |
| Discipline | Marketing |
| Sector | Telecom and Software |
| Learning Objective | Understand Digital Adoption Platforms (DAPs) a. How does a DAP work? b. What are the benefits of using a DAP? Understand the organisational structure and competitive position of Whatfix a. Who are its customers? b. Who are its competitors? c. What products or services are offered by Whatfix? • Are their product portfolio and strategy appropriate? d. How has the COVID-19 pandemic affected Whatfix? e. What is the current pricing mechanism? Learn about the sales process at Whatfix a. How are the teams organised? b. How are the sales done? Discuss inbound vs outbound leads. c. What is the incentive structure for the sales team? Analyse the current structure, processes and incentive mechanism of Whatfix. a. Are they appropriate for a growing firm and will they help the company achieve the desired goals? If yes, why? If not, why not? b. Is the current pricing approach appropriate? |
| Keywords | Software-as-a-Service; Inbound Marketing; Outbound Marketing; Technology Pricing; Customer Experience Management; Digital Adoption Platforms |
| Country | India |
| State | Gujarat |
| City | Ahmedabad |
| Access | For All |
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