Category Archives: Technology

The GTM Evolution: From Linear Funnels to Full Circle Customer Engagement

 By – Abhijeet Mukherjee, Head of Marketing Crayon Software Experts India

For decades, go-to-market (GTM) strategies followed a predictable, linear progression: awareness, consideration, purchase. In today’s hyper-connected, digitally dominant business environment, this model is no longer sufficient. Buying journeys are now fluid, multi-directional, and heavily influenced by a network of stakeholders and touch points.

Gartner reports that a typical B2B buying group comprises 6-10 decision-makers, each consulting 4-5 information sources to inform their view. This is a dynamic that renders the old funnel inadequate in capturing the complexity of modern buying behavior.

The Collapse of the Traditional Funnel

• Buyer Autonomy: According to Gartner, 75% of B2B buyers prefer a rep-free experience, and by 2025, 80% of B2B sales interactions will occur through digital channels.
• Non-Linear Journeys: Forrester finds that 86% of B2B purchases stall mid-process, with 81% of buyers dissatisfied post-purchase, highlighting a disconnect between buyer expectations and seller execution.
• Omni-Channel Expectations: McKinsey’s latest B2B survey shows that high-growth organizations are those enabling buyers to switch seamlessly between e-commerce, remote, and in-person interactions without disruption.

The Shift to a Full-Circle Engagement Model

The modern GTM framework is best conceptualized as a continuous value loop, where the customer relationship is nurtured before, during, and long after the initial sale. This loop includes eight interconnected motions:

• Attract – Position around outcomes, not products.
• Engage – Address the needs of the entire buying committee, tailoring messaging to role-specific priorities.
• Enable – Equip buyers with interactive tools, ROI calculators, and benchmarking resources; buyers using such tools achieve 1.8× higher deal conversion rates.
• Convert – Align offers precisely with stated buyer outcomes rather than generic calls to action.
• Onboard – Reduce time-to-first-value as a critical metric.
• Adopt – Build shared success cadences across customer success, product, and marketing functions.
• Expand – Leverage account-level intent and adoption signals for targeted cross-sell and upsell.
• Advocate – Convert satisfied customers into reference able champions, creating a self-reinforcing demand engine.

Data, AI, and Trust as Strategic Levers

Salesforce’s 2024 State of the Connected Customer report reveals that 73% of customers now feel treated as individuals (up from 39% in 2023), yet 71% remain highly protective of personal data. This creates a dual imperative: personalization must be precise, and privacy protections must be transparent and uncompromising

Key execution principles include:

Establishing a unified data architecture spanning all customer touch points.

Deploying AI to identify the next-best action, predict needs, and deliver hyper-relevant offers while ensuring explicit consent and compliance.

Measuring experience consistency across all channels, as 69% of customers expect seamless interactions regardless of the team or medium.

Redefining the Ideal Customer Profile

The GTM target is no longer the individual lead, but the buying committee itself. Effective engagement requires consensus-building content such as ROI models, risk assessments, and reference architectures that are designed to equip internal champions to navigate internal decision politics.

Omni-channel as a Non-Negotiable

McKinsey’s insights confirm that e-commerce has evolved into a leading B2B purchasing channel, complementing remote and in-person sales. The strategic advantage lies in orchestrating these channels so that buyers can transition fluidly between them, maintaining momentum and confidence throughout the journey.

The Strategic Imperative of Post-Sale Engagement

Customer-obsessed organizations grow revenue 28% faster than peers, according to Forrester, with higher profitability and retention rates. This reinforces the necessity of marketing and engagement efforts extending beyond the point of sale to ensure adoption, measurable outcomes, and advocacy.

A New GTM Measurement Framework

Traditional lead volume metrics are insufficient. Organizations should track a balanced scorecard including:

• Pipeline Quality: Opportunities engaging at least four distinct personas within the buying committee.
• Buyer Enablement Rate: The proportion of deals utilizing interactive tools, targeting the 1.8x conversion uplifts benchmark.
• Time-to-First-Value (TTFV): Contract start to verified outcome delivery.
• Net Revenue Retention (NRR): With a focus on marketing-sourced expansion.
• Experience Consistency Index: Evaluating alignment across all buyer touch points.

In conclusion, the GTM function is no longer a one-directional acquisition engine rather it is an orchestrator of end-to-end customer value. Success in the modern marketplace depends on recognizing the buying journey as a continuous, multi-threaded process driven by data, trust, and collaborative enablement. Organizations that operationalize full-circle customer engagement will not only grow faster but will also achieve greater predictability and resilience in an era where customer relationships are the most valuable currency.

Comau Highlights the Potential of AI to Promote the Development of the Industrial System at ETFA 2025

Porto, September 17, 2025 – Comau presented its vision on the strategic use of Artificial Intelligence (AI) in the manufacturing sector at ETFA 2025, the 30th edition of the IEEE International Conference on Emerging Technologies and Factory Automation, held from September 9 to 12 in Porto, Portugal. This internationally renowned event brought together experts, companies, and industrial operators to share innovative solutions and challenging projects in the field of factory automation, with a strong focus on enabling technologies.

As part of a packed program of events, Giovanni Di Stefano, Head of Advanced Robotics at Comau, spoke at the event on September 12, giving a presentation on “Industrial Heritage For Training Advanced Robotics Neural Networks,” in which he outlined Comau’s commitment to developing intelligent applications based on machine learning to optimize the efficiency of robotic plants and automation systems.

As Di Stefano explained, in an industrial landscape characterized by the large-scale use of Artificial Neural Networks aimed at multiplying human skills and optimizing processes, Comau’s strength lies in its ability to leverage unique skills and knowledge to develop customized AI models tailored to the specific technical needs of its customers, both old and new, across all sectors, not just the automotive industry. This is possible thanks to Comau’s more than 50 years of experience in industrial automation, an experience that has already been largely digitized thanks to many years of experience in PLM (Product Lifecycle Management) systems, and the resulting availability of a large archive of industrial data that has enabled it to train neural networks on real use cases to manage complex industrial applications.

Comau is currently experimenting with the use of AI to enhance innovative technologies and applications in various sectors. In particular, the company has developed proprietary intelligent tools to calculate the actual stiffness of robot joints in order to ensure better movement quality. AI algorithms have also been used to automatically design robotic welding gripper arms more quickly and accurately, reducing design costs and time. Another successful example is the MI.RA (Machine Inspection Recognition Archetypes) family of intelligent vision systems, specifically MI. RA/OnePicker, an AI-based solution that allows robots to autonomously pick up generic and heterogeneous objects in the environment, increasing productivity and efficiency. Added to this is MI.RA/Thermography, an innovative in-line quality verification and control system that uses AI to verify the quality of welding processes in the assembly of new-generation batteries.

“It was an honor to participate as a speaker at ETFA 2025, an event of great importance in the global debate on technological innovation and the use of intelligent solutions for industry,” explained Giovanni Di Stefano, Head of Engineering Advanced Robotics at Comau. “Thanks to customized AI tools, automation companies such as Comau can gain significant competitive advantages in the market, improving productivity and processes without having to resort to developing new and expensive algorithms. We believe that the use of AI is not a risk for the future of the industrial system but a decisive business opportunity. It allows us to leverage a wealth of data, acquired over many years of activity, to train proprietary AI models through specific and consolidated skills, which are essential for making our technologies increasingly advanced and improving customer productivity in a variety of applications”.

Capture the Full Picture with the Widest Canon Cine-Servo Lens

New Delhi 16 September 2025 – Canon announced the expansion of its cinema lens range with the launch of its widest-ever Cine-Servo lens. With its ultra-wide 11mm focal length and expansive 100-degree angle of view, the Canon CN5X11 IAS T R1/P1 is a flexible choice for confined studio setups and dynamic live events, where framing both the subject and setting is essential. Available in either RF or PL mount, the new lens features the latest e-Xs V Digital Drive Unit for superior control and functionality.

At approximately 3kg, the CN5X11 IAS T R1/P1 is the most lightweight lens in Canon’s Cine-Servo lineup – ideal for gimbals, cranes, robotics and wire cams. Camera operators shooting shoulder-mounted will also appreciate its reduced weight.

Thanks to its removable servo unit, the CN5X11 IAS T R1/P1 can be easily configured for live sports and events or cinema. It is the second Cine-Servo lens to be equipped with Canon’s next-generation e-Xs V Digital Drive Unit, which offers more precise and ergonomic servo control, a more responsive iris and USB-C connectivity.

The CN5X11 IAS T R1/P1 is available in RF or PL mount, further enhancing its versatility. In PL mount, the lens supports Cooke /i Technology™ and ZEISS eXtended Data™ for real-time output of metadata, while the RF mount variant brings additional capabilities – including Dual Pixel CMOS AF support for fast and smooth autofocus, plus advanced lens correction data.

Key features of the CN5X11 IAS T R1/P1:

• Widest Canon Cine-Servo lens, with an 11-55 mm focal length and 100-degree angle of view 
• Super 35mm lens with Full Frame support (via built-in 1.5x extender)
• Approx. 3kg in weight, providing comfortable on-the-shoulder shooting and extensive rigging flexibility
• Premium 8K HDR optical quality with 11-blade iris
• Removable, latest generation e-Xs V digital drive unit, featuring a high resolution 16-bit absolute value encoder with advanced servo control, focus breathing correction and improved ergonomics
• RF or PL mount communication with real-time metadata output, supporting virtual production systems and VFX workflows; RF mount also supports lens distortion correction and Canon’s advanced Dual Pixel CMOS AF system
• Versatile design for diverse broadcast and cinematic production

EKA Mobility Showcases India’s Widest EV Portfolio at IEC GM 2025 – 4 Vehicles, 3 Segments, 1 Vision

New Delhi, 15th September 2025 – EKA Mobility, a leading electric vehicle and technology company, showcases the highest number of electric vehicles by any OEM in the country at the International Electric Convention & Green Mobility 2025 (IEC GM 2025) to be held from 15 to 19 September 2025 in New Delhi.

Under its theme “Sustainability with Profitability,” EKA presented its Born Electric Range across three distinct commercial mobility segments:

• EKA 55T – Heavy-duty electric truck with up to 43,000 kg payload and 200 km range
• EKA 12M – Premium 12-meter electric bus with 250+ km range and ADAS safety
• EKA 3W Cargo – Zero-emission 3-wheeler cargo with 200 km range and 750 kg payload
• EKA 6S – India’s first passenger 3-wheeler EV with a steering wheel and D+6 seating

This makes EKA the only OEM in India to display a 360° EV portfolio 3Ws, buses, and heavy-duty trucks at one platform.

Alongside its vehicles, EKA showcased EKA Connect, its AI-powered digital fleet management platform offering predictive diagnostics, modular battery architecture, and real-time efficiency tracking to lower TCO and maximize uptime.

EKA by the Numbers:

• 3,300+ confirmed orders across India & South Africa
• 2,000+ electric buses secured under the PM e-Bus Sewa Scheme
• Global expertise with strategic partners Mitsui (Japan) & VDL Groep (Netherlands)

Dr. Sudhir Mehta, Founder & Chairman, EKA Mobility, said: “EKA is the first and only OEM in India to showcase such a diverse EV portfolio—from 3-wheelers to heavy-duty trucks. Our focus is clear: making clean mobility both sustainable and profitable. Every product is designed, engineered, and manufactured in India, supporting Atmanirbhar Bharat while addressing global needs.”

EKA Mobility, aligned with the Government of India’s vision for Atmanirbhar Bharat and Make in India, designs and manufactures its complete range of vehicles in-house in India, powered by indigenous software and engineering capabilities- driving true self-reliance in mobility. At the core of this transformation is a 500+ strong R&D team, with a majority of women employees, whose dedication and passion are shaping the future of sustainable mobility in India.

With its largest-ever showcase, proven deployments, and robust order book, EKA Mobility is firmly positioned at the forefront of India’s transition to clean, cost-efficient, and globally benchmarked mobility solutions.

GIGABYTE X870E AORUS X3D Motherboards Hit DDR5-9000 Milestone with V-COLOR Memory

GIGABYTE’s Revolutionary X870E AORUS X3D Motherboards Achieve Industry-leading DDR5-9000 Performance with V-COLOR Memory

September 12th, 2025 – GIGABYTE Technology, one of the top global manufacturers of motherboards, graphics cards, and hardware solutions, is proud to announce a groundbreaking milestone: the Industry- leading DDR5-9000 speeds on X870E AORUS X3D motherboards using premium V-COLOR XFinity+ OLED DDR5 memory. This milestone represents a quantum leap in memory performance technology, setting new standards for high-performance computing and gaming applications.

At the heart of this achievement lies GIGABYTE’s key Innovations:

X3D Turbo Mode 2.0

GIGABYTE’s proprietary AI-powered optimization system delivers real-time performance tuning, intelligently adapting to workload demands while maximizing DDR5-9000 speed utilization across gaming and productivity applications.

D5 Bionic Corsa Technology

This revolutionary system combines AI-enhanced software, hardware, and firmware innovations to achieve stable 9000 MT/s operation through intelligent parameter adjustment and real-time analysis.

Advanced Engineering Excellence

The PCB Back Drilling technology on 8-layer server-grade PCB construction minimizes signal loss and electromagnetic interference in high-speed PCB designs. The Shielded Memory Routing features advanced PCB shielding ensures clean, interference-free memory signals. The Daisy-Chained design eliminates signal bottlenecks for maximum memory performance

This milestone is powered by GIGABYTE’s collaboration with V-COLOR XFinity+ OLED DDR5 memory. The optimized compatibility between X3D motherboards and V-COLOR DDR5 modules delivers unprecedented stability and reliability at DDR5-9000 speeds. GIGABYTE continue to work closely with V-COLOR to ensure users have access to the best possible memory solutions for their high-performance computing needs.

IIITH’s Social Tech Incubator launches cohort of GreenTech Startups with EPAM Systems

IIITH’s Social Tech Incubator launches cohort of GreenTech Startups with EPAM Systems:
Leverages AI, IoT, Robotics and GIS

Hyderabad, September 12, 2025: AIC-IIITH has launched the 3rd Akash EPAM Social Impact Innovation Program (ESIIP) to support GreenTech startups in areas like Green Energy, Smart Cities, Climate Tech, Sustainable Agriculture, and Mobility. The program also leverages IIITH’s strong research ecosystem to drive cutting-edge innovation in areas like AI/ML, Robotics, GIS etc to advance India’s UN SDG commitments with a focus on Climate Action (SDG 13). The program recognises the importance of research-led tech and entrepreneurial innovation towards sustainable climate action.

Startup-led innovation is a critical driver of climate action, especially in developing countries like India. Yet an analysis by Cambridge Associates shows that Emerging Market Greentech startups attract only 9% of total investment in the sector. As per AIC-IIITH’s research, a mere ~0.2% of total CSR spending has been spent on Innovation.

Through this program, AIC-IIITH Foundation and EPAM Systems, Inc., a leading digital transformation services and product engineering company, have selected 12 Startups. The program will provide these Greentech Startups with equity-free grants of up to INR 5,00,000 and Incubation Support. There is a special focus on helping these startups connect with Professor and researchers at IIITH and leverage institutes expertise in tech areas AI/ML, IoT, Robotics, GIS. Especially these Startups have good synergies with Smart City Labs at IIITH.

Congratulating the selected startups and these efforts, Prof. Ramesh Loganathan, Director of AIC-IIITH said, “Tech innovation is key to solving the climate crisis and as a leading Information Technology university in India focused on research that matters, this program fits perfectly with our overall vision. We look forward to actively supporting these startups with our expertise.”

T0 date AIC-IIITH has run 8 cohorts and supported 60+ startups with incubation support and INR 3+ Cr of funding. AIC-IIITH’s startups are solving pressing challenges in sectors like agriculture, education, accessibility, climate and creating 430+ jobs.

The key highlights of this year’s program include milestone-based grant support of up to INR 5 Lakhs, incubation support, business coaching and access to IIIT-Hyderabad’s Smart City Labs.

“Bold, early-stage ideas in climate tech often struggle to move forward due to limited access to capital, technical depth or networks. At EPAM India, we see it as an opportunity to close that gap. Our partnership with AIC-IIITH is designed to support entrepreneurs who are solving real-world problems with technology, and to create an ecosystem where purposeful innovation is rightfully enabled.”– Srinivas Reddy, Managing Director, EPAM Systems India Pvt. Ltd.

The Hartford Launches Technology Center in Hyderabad to Drive Innovation and AI Transformation

The Hartford Announces Launch Of Technology Center In Hyderabad To Drive Innovation And AI Transformation

HYDERABAD, India, Sept. 11, 2025 – The Hartford, a leading U.S.-based insurance company, announces the launch of its new technology center in Hyderabad, India. This strategic expansion marks a significant milestone in the company’s technology transformation journey and reinforces its commitment to innovation, agility and global talent development.

The Hartford’s technology center will serve as a hub for engineering excellence, focusing on Artificial Intelligence (AI), digital transformation, and advanced technology development. The center will operate in a start-up-like environment, enabling rapid prototyping and experimentation across time zones. It will complement The Hartford’s existing U.S. technology centers in Hartford, Connecticut; Chicago, Illinois; and Charlotte, North Carolina, and support the company’s broader innovation agenda.

“This is an exciting time at The Hartford as we accelerate our use of AI as the foundation of innovation in our products and processes,” said The Hartford’s Chief Information Officer Shekar Pannala.

The Hartford’s Chief Data, AI and Operations Officer Jeff Hawkins added, “More than simply adopting new technologies, we are advancing our digital, data analytics and AI capabilities to create customized, fast, reliable and more meaningful customer experiences.” 

The Hartford has engaged Capgemini, a leading global business and technology transformation partner, to assist with a seamless setup and operational excellence from day one. India produces over 1.5 million engineering graduates annually, and Hyderabad has emerged as a premier destination for technology centers due to its infrastructure maturity, strategic location and thriving innovation ecosystem. The Hartford’s presence in India will offer exciting career opportunities for professionals with expertise in AI, data science, cloud architecture and digital engineering.

BenQ Launches InstaShow VS25 and WDC15 at InfoComm India 2025

September 11, 2025: BenQ, a global innovator in professional display and collaboration technology, today unveiled two advanced wireless collaboration solutions at InfoComm India 2025: the InstaShow VS25 wireless conferencing system and the InstaShow WDC15 wireless presentation system. The launch in India marks the first global rollout of these solutions, signifying the country’s critical role in BenQ’s worldwide expansion plans. These products address critical pain points in India’s rapidly evolving corporate sector, offering immediate, plug-and-play solutions for hybrid meetings and multi-presenter scenarios.

The InstaShow VS25 is a comprehensive wireless conferencing system designed for modern BYOD (Bring Your Own Device) and BYOM (Bring Your Own Meeting) environments. Supporting up to 64 buttons total with 4 simultaneous presenters, the VS25 enables seamless integration with all major video conferencing platforms including Microsoft Teams, Zoom, and Google Meet. With Wi-Fi 6 technology and native support for AirPlay, ChromeCast, and Miracast, the VS25 allows teams to share content from any device – laptops, tablets, or smartphones – while maintaining crystal-clear 4K@60Hz resolution. Its touchback control feature enables presenters to annotate and control content directly from interactive displays, making it ideal for collaborative brainstorming sessions and hybrid meetings.

The InstaShow WDC15, optimised for larger presentation and training scenarios, supports up to 16 simultaneous presenters – a game-changer for boardrooms, training facilities, and collaborative workshops. Both models feature BenQ’s patented hardware-based wireless technology that requires zero software installation, no network configuration, and no IT support. Users simply plug in the button and tap to present, with enterprise-grade AES 256-bit encryption and CVSS 4.0 certification ensuring complete data security.

“Indian enterprises lose valuable time to technical difficulties in meetings, with studies showing up to 15 minutes wasted per meeting on connectivity issues,” said Rajeev Singh, Managing Director, BenQ India. “The InstaShow VS25 and WDC15 eliminate these friction points entirely. The VS25 particularly addresses the hybrid meeting challenge; allowing in-room participants to share content wirelessly while maintaining seamless integration with remote attendees through any video conferencing platform. Both solutions work straight out of the box – no apps, no drivers, no IT configuration required. Moreover, we’re thrilled to be introducing these game-changing products to the world through India first, which speaks to our deep faith in the Indian market’s readiness for next-generation workplace solutions and its influence in shaping global collaboration trends.”

Both products directly support India’s digital transformation and hybrid work evolution. As Indian enterprises embrace flexible collaboration models post-pandemic, InstaShow enables truly democratic meetings where any participant can share content instantly, regardless of their device or technical expertise. The stable 40-metre transmission range and support for multiple operating systems ensure compatibility with existing infrastructure while future-proofing meeting rooms for evolving collaboration needs.

Sandisk® Launches WD Blue® SN5100 NVMe™ SSD in India

NEW DELHI, INDIA– September 11, 2025 Engineered to accelerate AI-enabled workflows, handle demanding productivity tasks, and streamline 4K and 8K video editing, the WD Blue® SN5100 NVMe™ SSD delivers up to 30% higher performance over the previous generation3.

Powered by SANDISK® BiCS8 QLC 3D CBA NAND and enhanced with SANDISK nCache™ 4.0 technology, the WD Blue® SN5100 NVMe™ SSD achieves read speeds of up to 7,100 MB/s1 (1TB–2TB models). With storage capacities ranging from 500GB up to 4TB2, this SSD ensures faster large-file transfers, improved responsiveness for heavy applications, and reliable performance for today’s data-intensive workloads.

Key Features of the WD Blue SN5100 NVMe SSD include:

Highlights:

• PCIe® Gen 4.0 performance with read speeds up to 7,100MB/s (1TB–2TB models), delivering up to 30% faster speeds vs. prior generation3
• Copy large files or project folders in blistering speeds thanks to the SANDISK® nCache™ 4.0 technology. 
• SANDISK BiCS8 QLC 3D CBA NAND technology for higher density and capacity
• Capacities available in 500GB, 1TB, 2TB, and 4TB2 on M.2 2280 single-sided assembly
• 5-year limited warranty 4 
• Free Acronis® True Image™ for Sandisk software download for seamless data migration
• SANDISK Dashboard application5 for health monitoring and firmware updates

Escape Plan Bolsters Leadership Team with Veterans from Samsonite, Myntra, Wipro and More

Travel Platform Escape Plan strengthens core leadership with industry veterans from Samsonite, Myntra, Wipro, Blissclub, Porter and more

Bengaluru, September 11, 2025: Escape Plan, the design-first, fashion-forward travel accessories platform, today announced the expansion of its leadership team across product, sourcing, finance, creative, and growth. The new leaders bring decades of expertise from global and Indian companies such as Samsonite, Myntra, Blissclub, Wipro, Porter, etc. affirming Escape Plan’s ambition to reimagine travel gear for the new age traveller.

Key Leadership Appointments

Pankaj Shroff, Chief Financial Officer, Pankaj is a seasoned finance leader with over 20 years of experience across KPMG, Ernst & Young, Hindustan National Glass, and Porter, where he rose from Head of Finance to CFO. He brings deep expertise in corporate finance, investor relations, treasury, and compliance to boost the future growth of Esc Plan.

Soumen Samanta joins as Founding Member & Chief Business Officer after his notable stint as CXO of Blissclub. He leads the Online & Offline PnL along with category strategy, operations planning & tech+marketing support charters . He has in the past held leadership & impactful roles across Meesho, Swiggy, Myntra, Aditya Birla, Landmark Group & alum of XLRI Jamshedpur.

Anuj Singh, former Director of Sourcing at Samsonite South Asia, now leads sourcing and vendor management, ensuring they build a world class facility of R&D for every brand that wants to get into Travel as a category.

Rohit Rungta, joins us as Founding Member and Chief Commercial Officer. Rohit brings 15 years of strong experience from Wipro and Cuemath in corporate strategy, fundraising, and operational efficiency. He will anchor Escape Plan’s financial discipline and drive long-term strategic growth initiatives and enable rapid expansion.

“Travel today is no longer about utility, it is about expression, speed, ease and design. By bringing on leaders who have shaped some of the world’s most respected brands, we are building a strong foundation to build Escape Plan as the go to platform both online and offline — for everything travel,” said Abhinav Pathak, Co-founder & CEO of Escape Plan and a Forbes 30 Under 30 alumnus.

“Retail is about people, both the team that builds it and the consumers we serve. With this diverse, well seasoned leadership team, we are positioned to accelerate Escape Plan’s growth and design-led vision in India and beyond,” said Abhinav Zutshi, Co-founder of Escape Plan and a retail industry veteran.

As Escape Plan gears up for its next phase of growth, the company remains committed to designing travel gear that inspires freedom, style, and utility and build a platform for All things travel across different channels.